John Lewis: Harnessing the selling power of emotion
adam&eveDDB London
Advertiser: John LewisBrand: John LewisCountry: United Kingdom
Objectives
Introduction
We British are not known for our emotions. But this is the story of how throughout a recession, a renowned but previously rather reserved British retailer discovered the power of tapping into its customers' emotions. This delivered the most stand out creative campaign of the past 5 years iand the most commercially effective of any retailer.
Introducing John Lewis
Founded in 1864, John Lewis is a chain of UK department stores. Unusually, every permanent...