John Lewis is to launch its first TV ad campaign for its home insurance business, signalling a “real step change” in the retailer’s ambitions for its insurance arm.
The £5m campaign will kick off tomorrow (Friday) on John Lewis’ social media channels, and on television this Saturday during Harry Potter and the Order of the Phoenix on ITV1.
The TV campaign focuses on home insurance, John Lewis’ leading product, which makes up 67% of the overall insurance business. The retailer also insures against cars, travel, pets and weddings.
The ad shows the possessions of a family home gathering on the lawn for a family photo, ending with the line “If it matters to you, it matters to us”. John Lewis said the ad builds on the “emotional impact of other John Lewis campaigns”.
The soundtrack to the ad is a cover of Fleetwood Mac’s Don’t Stop, sung by young Scottish singer songwriter Nina Nesbitt.
John Lewis marketing director Craig Inglis said: “In a market crowded with insurance advertising, we wanted to create a truly standout campaign that focused on the things in our lives that we all care about the most. I think the result is a beautiful, uplifting film, complemented by a knock-out vocal from Nina, and we hope the message will ring true with our customers.”
Head of marketing for John Lewis Insurance Keith Bibby said: “Our first TV campaign marks a real step change in the ambitions for our insurance business. We know customers trust our brand and love our products, which focus on integrity and service, so the aim of this campaign is to reinforce that message with existing customers while reaching new audiences.”
The seven week campaign comprises a 90-second, 60-second and 30-second national TV ad, as well as national press and online. Users of Vine, a video tool that allows users to film and share six-second looped video clips, can submit films that reflect what matters to them most, with the chance to win £1,000 of John Lewis vouchers.
The campaign was created by advertising agency adam&eveDDB and directed by Dougal Wilson who directed the retailer’s previous Christmas campaigns, ‘The Journey’ and ‘The Long Wait’. The production company is Blink.