John Lewis Insurance: Tiny Dancer

This case study shows how John Lewis Insurance, the insurance branch of the retail brand, delivered impressive sales results in the UK through the use of a campaign film promoting its services against a girl's carefree dancing.

Advertiser: John Lewis InsuranceAgency: adam&eveDDBCountry: United Kingdom

Objectives

Figure 1: One of John Lewis’s much loved campaigns: “Monty”, 2014

Background

In 2015, the John Lewis brand was a rare and wondrous thing.

Over the past 10 years, this cozily traditional department store had used its communications to successfully seduce Britain’s more discerning mainstream shoppers.

Using a heady recipe of insight, emotion and fame, it had managed to steal a nation’s hearts and, in the process, become Britain’s most trusted retail brand (see figure 2, below).

John Lewis also, however, sold insurance…

Figure 2: OC&C Retail...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands