John Lewis Insurance launches its first-ever TV advertising campaign to promote its home insurance products tomorrow (Friday August 16).
The ad will appear on a dedicated microsite and social media, and air on Saturday 17 August, during ‘Harry Potter and the Order of the Phoenix’ on ITV1.
The £5m campaign uses stop motion animation to show the possessions of a family home gathering on the lawn for a family photo, building on the emotional impact of other John Lewis campaigns by ending with the line “If it matters to you, it matters to us”. Over 300 John Lewis products were used in the shoot and there were up to 10 animators on set at any one time to bring the house to life.
John Lewis Insurance has seen sales growth of 27% year on year from its home, car, travel, pet and wedding insurance products. The TV campaign focuses on home insurance; its leading product which makes up 67% of the overall insurance business.
With its recent ad campaigns well known for their music, John Lewis has worked with young Scottish singer songwriter Nina Nesbitt, who has previously toured with Ed Sheeran, to create a powerful, modern version of the Fleetwood Mac track ‘Don’t Stop’.
John Lewis marketing director Craig Inglis said: “In a market crowded with insurance advertising, we wanted to create a truly standout campaign that focused on the things in our lives that we all care about the most. I think the result is a beautiful, uplifting film, complemented by a knock-out vocal from Nina, and we hope the message will ring true with our customers.”
The seven week campaign consists of one 90-second, 60-second and 30-second national TV ad, as well as national press and online.
The ad push will be complemented by a social media campaign.