John Lewis Insurance has engaged Steak and 360i London to launch a microsite showcasing its new TV ad alongside a ‘making of’ story and a user-generated content competition using Vine.
As part of a drive by John Lewis to highlight its insurance offering visitors to the dedicated microsite are challenge to submit their own Vine videos accompanied by the hashtag #WhatMattersMost. Adam&eveddb lead creatives Simon Lloyd and Mark Waring and John Lewisill then pick the best entries with a first prize of £1000 worth of gift vouchers on offer, as well as three Cannon EOS 700D Digital SLR cameras for weekly winners.
“This online content is a great tool to expand the TV concept. It maintains momentum online and ultimately drives levels of engagement which you would not typically experience as a mainstream financial service brand,” remarked Keith Bibby, head of marketing at John Lewis Insurance.
Steak client services director Phil Burgess added: “John Lewis TV adverts have become much loved campaigns and we saw this as the perfect opportunity to extend the impact of the new ad into the digital space. The stop motion technique lends itself perfectly to the use of an innovative platform such as Vine, which will help to drive further engagement with the campaign and deepen understanding of the ad’s message.”
John Lewis Insurance’s new ad is currently The Drum’s Ad of the Day pick.