John Lewis is supercharging its winter promotional push by asking shoppers to ‘Succumb to the Sale’ in a refreshing take on the often hectic post-Christmas retail rush.
Developed in partnership with the retailer’s agency of record Saatchi & Saatchi, the creative aims to shift the focus from Christmastime generosity to giving in to our own desires by ‘succumbing’ to cut-price January deals.
Celebrating John Lewis’ historic premium retail offering, the series of films taps into the voice that shoppers sometimes hear in their heads telling them that they simply cannot let go of a good deal.
“This distinct concept puts the John Lewis brand at the heart of our sale campaign. We wanted to elevate the sale shopping experience, and Succumb to the Sale does exactly that,” said John Lewis Partnership marketing director, Rosie Hanley.
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“I am looking forward to seeing how the platform that’s been created performs, and look forward to developing it as a foundation for future sale campaigns.”
Running across digital, social media, out-of-home, broadcaster video-on-demand and in-store, the design-led assets revolve around a playful voiceover that brings to life the inner monologues of what the customer truly wants.
Saatchi & Saatchi chief creative officer, Franki Goodwin added: “After the most anticipated ad of the Christmas season, comes the John Lewis Sale work that no one knew just how much they needed.
“As we all shift from the ‘giving’ of Christmas to the ‘taking’ of January sale season, this work gets under our shopping skins in and out of store by harnessing the power of visual and verbal persuasion. Who knew watches and mattresses could live in our minds in this way!”
1 Comment. Leave new
Ok I’ll ‘succumb’, just ;leave that suitcase with 100,000 pounds in it outside my front door tomorrow.