the latest copy
Who are John Lewis?
- John Lewis is the UK’s largest department store group, with 46 stores around the UK
- They offer over a million different product lines, from fashion and fabrics to electrical and toys
- Together with its 346 Waitrose supermarkets, John Lewis has almost 90,000 permanent staff who are all partners in the business
- The John Lewis Partnership generates annual gross sales of over £10 billion
- The household name is celebrated for its heartfelt and highly anticipated Christmas advertising campaigns and its exquisite customer engagement
- The 2015 Christmas campaign, The Man on The Moon, aimed to raise awareness of Age UK
What did we achieve?
- An innovative and unique product for John Lewis customers
- Sales of over 2,000 highly personalised Christmas baubles
- More than £10,000 raised for Age UK
- Integrated activity with The Man on The Moon Christmas campaign
- Extremely positive customer feedback
Why did John Lewis need help?
As part of The Man on The Moon campaign, John Lewis was exploring ways to support its charity partnership with Age UK and bring customers closer to the brand. The marketing team was looking for an innovative way to offer personalisation to my John Lewis members, reward them for their loyalty and drive customers into store. The initial brief was to source a product and service that ticked the following boxes:
- A keepsake
- Extremely high standard individual personalisation for customers
- Could be personalised while the customer waited
How did we do it?
Following the brief, and after extensive research and testing, we presented the idea of laser engraving traditional glass baubles with customers’ own messages. The process works by a laser beam stripping a layer of paint from the bauble to reveal the silver base layer underneath, with more than a hundredth of a millimetre precision. So not the usual kind of job for us, but there was still plenty of printing involved too – we took the Man on the Moon concept and manipulated it to create the artwork for the bespoke boxes, made to perfectly fit the bauble inside. We also printed the podium and work surface to hold the tablet and keyboard used for operating the laser machinery – this also hid the unsightly extraction unit underneath which helped with the aesthetics of the customer environment. Even the laser machinery was given a makeover in the form of a vinyl wrap with the matching artwork. But this still wasn’t all there was to this project. We sourced all the components needed for the project, down to the baubles and laser machinery, as well as finding, interviewing and training the external event staff who were to operate the laser machinery. We also gave them some training on John Lewis customer care to ensure a seamless experience for all John Lewis customers.
“Offering my John Lewis members the opportunity to purchase a personalised bauble in-store was a first for John Lewis, and was so well received that the campaign was expanded to let all customers take advantage of the product. ProCo hit our brief and produced a campaign which not only integrated with our Christmas advertising strategy, but also raised over £10k to help tackle loneliness among elderly people in the UK.”
Chloe Chappenden, Assistant CRM Manager at John Lewis
The baubles were initially sold at the Lunar Lookout on the rooftop of the flagship store on Oxford Street in an amazing winter wonderland created by John Lewis. ProCo staff were there on day one of the launch to install the machinery and set up the customer area and continued to provide 24-hour technical support throughout the whole campaign. Initially the campaign was briefed to run for 2 weeks and was aimed at my John Lewis customers only. Due to the success of the campaign and high demand, John Lewis moved the customer area in store after just 7 days and extended the campaign to be available to all customers and to run for 25 days.
The baubles were sold for £6, with £5 (plus VAT) donated to Age UK. The engraving machine could hold 12 baubles at a time and up to 5 lines of 12 characters could be engraved on each bauble which took just 20 seconds to complete. Messages ranged from wishing family members a Merry Christmas to a marriage proposal!