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John Lewis Vine Public Relations

John Lewis Insurance launches Vine competition with Steak and 360i


By Gillian West | Social media manager

August 19, 2013 | 2 min read

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.

John Lewis Vine Public Relations

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STEAK is an International digital marketing agency with offices in Europe, Asia Pacific and North America. We were founded in 2005 by search engine pioneers who saw the need for a specialist digital agency that understood marketing and technology – and could talk the language of both worlds to help brands increase their online presence. Today the STEAK Group brands, STEAK and Minute Steak ( operate at a global level with two of the original founders continuing to manage the company. In 2011 STEAK became part of Dentsu, the World’s fifth largest marketing communications agency, with over 100 offices in 27 countries. The company’s range of services have expanded since it’s early days as a search agency to encompass integrated digital media and creative, but the focus remains the same: to deliver digital campaigns that generate a return on budgets, whether measured against sales targets or brand and engagement metrics.

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