John Lewis Christmas - Monty The Penguin

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Leveraging a big idea across every channel

Christmas is the key trading time for retailers in the UK, but winning at Christmas no longer takes a great TV ad alone. It demands ever more integrated and creative customer engagement.

Monty’s Christmas followed the same ‘Thoughtful Gifting’ emotional strategy as Christmases gone by, but represented a new era of modern retail marketing.

An era where integration and activation extend beyond a joined up TV, print and online campaign, and into new realms of in-store digital theatre, global technological firsts, and social media marketing.

Customers became wrapped up in Monty’s story, immersed in a world of activation, and emotionally engaged with the characters and the message with new depth and feeling.

And it worked - far more successfully than any campaign preceding it, generating record engagement, record sales, record shares and record returns.

Record 29m online views
No 1 Twitter trend globally hour after launch
Merchandise sold out online on launch day
Sales +5.8% YOY (5 wks to 27.12.14)
Record sales week (£175m)
Record ROI £1: £7.44
2 Cannes Grands Prix (Creative Effectiveness, Film Craft)


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