Research Portfolio. LO1 of U20. Campaign 2: John Lewis
LO1: (U20) Know how existing advertising campaigns embed advertisements across a range of media products.
Description of two existing campaigns. (U20:P1)
Campaign 2: John Lewis - Moz the Monster
One of the advertising campaign I have chosen to use is the 2017 Christmas campaign from John Lewis which was the Moz The Monster campaign. Moz The Monster was a very big and successful cross media campaign over Christmas time and was very successful. John Lewis are very well known for making very good campaigns at Christmas time on a yearly basis, although the Moz The Monster campaign started at an all time high for John Lewis his soon deteriorated and was deemed not to be as successful and be up to standard as their campaigns in the last ten years.
https://tse1.mm.bing.net/th?id=OIP.4xhaknpFTqp67uld4mOQwAHaEK&pid=15.1&P=0&w=310&h=175
John Lewis took two different approaches towards their advert, one of which was a television advert which they produce every year. It has always been an effective approach for John Lewis and remains to do so. They also produce a radio ads however the tv ad is more effective as it can give you a visual reputation.
John Lewis use many different forms of media to spread more awareness of their Moz The Monster campaign. Their main form of media every year for their Christmas campaigns are via their television ads. However Moz The Monster was used on many other platforms of media such as having its own social media pages to communicate with the audience on Facebook and Twitter as well as designing their store fronts to make families laugh by making Moz The Monster snores and fart noises that would enable parents to get on with their shopping whilst the kids would be amused. Moz The Monster also was being used via creating story books for children about him and digital activations such as google home, this is good as it is another way to communicate with kids and market the campaign and merchandise towards them.
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Description of two existing campaigns. (U20:P1)
Campaign 2: John Lewis - Moz the Monster
One of the advertising campaign I have chosen to use is the 2017 Christmas campaign from John Lewis which was the Moz The Monster campaign. Moz The Monster was a very big and successful cross media campaign over Christmas time and was very successful. John Lewis are very well known for making very good campaigns at Christmas time on a yearly basis, although the Moz The Monster campaign started at an all time high for John Lewis his soon deteriorated and was deemed not to be as successful and be up to standard as their campaigns in the last ten years.
Aims and Objectives:
There were many aims and objectives, one of the obvious ones that most businesses would expect is for John Lewis to gain more customers as well as maintaining their current customers, another objective of John Lewis would be for the advert to increase sales and revenue for John Lewis they also did this by releasing merchandise as part of the campaign such as bears and mugs, John Lewis also donated a 20% of the sales for each product to chosen charity Bernardos who support children which may convince customers to buy the product as they would feel that they are also helping children have a better Christmas the advertTarget Audience:
Moz The Monster particularly could aim at families as the video advert in the campaign is of a child being kept awake by a monster and spending time with it until he was surprised on Christmas day then Moz left. The videos have left lots of viewers and customers in question as to what the advert is actually about and whether it is 'Christmassy enough'. In reply to this the director of the advert had come out to say the key message of the advert is about friendship and making people feel happy over the festive period.
Approach:
John Lewis took two different approaches towards their advert, one of which was a television advert which they produce every year. It has always been an effective approach for John Lewis and remains to do so. They also produce a radio ads however the tv ad is more effective as it can give you a visual reputation.
Representation:
In this campaign John Lewis want to represent their campaign in a way that represents friendship and that all children should enjoy christmas, John Lewis show this by when they sell their Moz The Monster merchandise in store they donate a percentage of it to a children's charity Bernardo's this shows that they want to help all children enjoy their christmas.Choice of media:
John Lewis use many different forms of media to spread more awareness of their Moz The Monster campaign. Their main form of media every year for their Christmas campaigns are via their television ads. However Moz The Monster was used on many other platforms of media such as having its own social media pages to communicate with the audience on Facebook and Twitter as well as designing their store fronts to make families laugh by making Moz The Monster snores and fart noises that would enable parents to get on with their shopping whilst the kids would be amused. Moz The Monster also was being used via creating story books for children about him and digital activations such as google home, this is good as it is another way to communicate with kids and market the campaign and merchandise towards them.
Key messages:
The key message that John Lewis want to put out there via this campaign is for everyone to enjoy the fesrive holidays with their friends and family and they want the message to be that everyone should be happy over the holidays and well as showing friendship between everyone and that all children from all backgrounds deserve to have a good Christmas. John Lewis want their campaign to bring to life children's imaginations and show all customers the joy of great friendships, this was the message that John Lewis was hoping to send out and as well as this they were hoping that everyone of all ages will enjoy the advert and get them in to the Christmas spirit.
Call To Action:
John Lewis have a strong online and social media presence and they are quick to react to all feedback whether it'll be positive or negative to do their best to keep all their customers as happy as they possibly can be and help maintain a good relationship with their customers, examples oft this have been when the Moz The Monster twitter page sent out a letter to a young girl wishing her a happy Christmas, however there was a point where John Lewis had to send out a statement to newspapers and on social media due to allegations that Moz swore during the advert. This was false infomation and John Lewis were very quick to react on this.
Campaign Logistics:
John Lewis launched their campaign to represent hapiness and friendship to all people around the UK and children of all backgrounds should be enjoying Christmas just as much as each other with their friends and families. To react to this John Lewis are donating 20% of each piece of merchandise sold to Bernardo's children charity to ensure that all Children enjoy Christmas and anybody that buys merchandise will also be helping a child have a better christmas meaning there will be more of a connection between John Lewis, its customers and Bernardo's.
Legal and ethical issues and regulatory bodies:
When producing the campaign John Lewis had to ensure they followed all guidelines provided by the Advertising Standards Authorities to ensure that their ads were suitable to go out to the public and whether they were ethical and gave a good reputation to John Lewis. If it does not meet the standards set they will either have to reproduce their ads or find a different way of distributing them.
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