Campaign details
Brand: John Lewis & Partners and Waitrose & PartnersAgency: adam&eveDDBCountry: United Kingdom
Objectives
The primary objective of John Lewis & Partners is, unusually, to ensure the happiness of its employees ('Partners'). Part of which involves an annual, profit-related bonus.
Against this backdrop, our sales objectives were to generate profit for staff bonuses by increasing market share by i ncreasing Christmas sales.
The key to strong Christmas sales is store traffic – driven primarily by gift shoppers.
Therefore, our behaviour objectives were to get more customers to spend more by increasing store traffic by...