John Lewis Publicidad en TV y cine Tiny Dancer adam&eveDDB London

Tiny Dancer

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Sector Centros comerciales
Media Publicidad en TV y cine
Mercado Reino Unido
Agencia adam&eveDDB London
Director Dougal Wilson
Chief Creative Officer Ben Priest
Executive Creative Director Richard Brim
Art Director Sian Coole, SianCoole
Copywriter Jo Cresswell
Agencia de production Blink Productions
Director Dougal Wilson
Service Final Cut
Publicado agosto 2015

Premios

Cannes Lions 2017
Creative Effectiveness Creative Effectiveness: Creative Effectiveness Bronze Lion

Creditos y descripciones

Brand: John Lewis
Media: TV
Category: Financial services
Agency: DDB
Geo: United Kingdom
John Lewis Home Insurance: Tiny Dancer
Advertising Agency: Adam&EveDDB, London, UK
Entrant: Final Cut, London
Chief Creative Officer: Ben Priest
Executive Creative Director: Richard Brim
Copywriter: Jo Cresswell
Art director: SianCoole
Planner: Tom Sussman
Media agency: Manning Gottlieb OMD
Media planner: James Parnum
Production company: Blink
Director: Dougal Wilson
Editor: Joe Guest / Final Cut
Post Production: MPC
VFX Supervisor: Tom Harding
Colourist: Jean Clement-Soret
Executive Producer: Julie Evans
Post Producer: Hannah Ruddleston
Soundtrack name and composer: Tiny Dancer – Elton John
Audio post-production: Anthony Moore / Factory
The Campaign
Spurred on by the 1970’s classic, the advert sees a charismatic young girl play, prance and pirouette around her home, overseen by her father and incredulous brother. As the viewer follows her impassioned performance, we see her energy for dance almost lead to a series of accidental damage mishaps, but fortunately the contents in the home remain undamaged and unbroken.
The advert reminds views that John Lewis Premier Home Insurance offers customers peace of mind, allowing them to enjoy family life’s ups and downs - knowing that they have protection in place, they can simply let life happen.
Synopsis (2017):
On the face of it, John Lewis Insurance, was a typical retail brand extension like so many that had gone before it. But there was a critical difference. Unlike other retail brand extensions, its communications couldn’t just focus on selling hard within the conventions of its new category. This approach would have risked damaging the John Lewis brand and, vitally, also failed to meet the communications’ unique commercial requirements…John Lewis still only had capacity for 2 big campaigns a year: Christmas and just one other. This meant that to justify the expense to the partnership…This brand extension campaign had to do double-duty: sell insurance and deliver a pay-back to its parent brand. This was a seemingly insurmountable challenge. Brand extension marketing usually only worked to draw from the value of the brand, not give back to it. Faced with this, we determined to develop our own transformative approach to brand extension marketing.Instead of trading off the brand’s name, We would learn how to transplant the brand’s heart. This meant developing an insurance campaign that also felt like it came authentically from the very core of the John Lewis brand, replete with the brand’s trademark:Insight Emotion And Fame The result was a very unusual retail brand extension campaign indeed. “Tiny Dancer” became a genuine cultural phenomenon. The campaign’s insight, emotion and fame made headlines across national newspapers for weeks after launch and resulted in: •John Lewis Insurance brand awareness reaching a new all-time high•Insurance quotes increasing 59% during the campaign •Which led to a 61% increase in insurance sales•With advertising being responsible for almost ¼ of all new insurance business •And the greatest volume coming from Premier policies, up 103%But most, vitally, “Tiny Dancer’ also did the once seemingly impossible:•It paid back £13.8m in additional revenue to its parent brand. All of this meant that “Tiny Dancer” had not just been successful on the terms of the other retail brand extensions that had gone before it, but had far exceeded their precedents As well as effectively selling its product in its new category, it had also delivered an unprecedented commercial return for its department store parent brand and, in doing so, created an exciting new model for retail brand extension marketing. This is the story of “Tiny Dancer”: the retail brand extension campaign that stole the nation’s hearts and actually gave something back. (Word Count: 400)