DM campaign from John Lewis looks to drive home entertainment sales

A direct marketing campaign is being launched by retailer John Lewis as it looks to encourage customers to update their home entertainment systems ahead of the World Cup and Wimbledon beginning.

The campaign, created by Kitcatt Nohr Alexander Shaw will roll out this month, with the agency having been brief to create a direct marketing campaign which would target existing customers to drive sales in its Home Technology department over the summer.

The DM piece features an image of a Panasonic TV showing a close-up of a goal and carries the line: “A stunning view of all the action. Guaranteed.”

Inside, the pack contains images of some of the technology available at John Lewis, including HD and 3D TV, and highlights the free five-year guarantee offered on all TVs bought at John Lewis.

Recipients of the pack are invited to enter a free prize draw to win a £1,500 Panasonic home entertainment system by completing the enclosed voucher or going online.

Rowena Reyes, direct marketing campaign co-ordinator at John Lewis, said; “We want to help our customers enjoy all the sporting action this summer, and with all the current advances in technology it’s never been easier to watch TV whenever and wherever you like. We hope Kitcatt Nohr’s campaign will encourage our customers to come in store or go online to find out more about all the new technology, in time for the Summer of Sport.”

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