Case Study – John Lewis Home The Brief

Insight

The Idea: 3 Rooms; 3 Designers; 1 Shop; A Million Possibilities

Connections

Raise awareness of John Lewis’ breadth and quality in a way that feels premium and engaging.

Set three top interior designers an ‘interior design’ challenge. Give them each a recognisable style to own (Contemporary, Classic, Retro/Vintage) Set them the task of creating a living room, a bedroom and a dining room with products sourced from just one shop (John Lewis). Then present this to the audience in a multi-engaging way, through flash, video, interviews and galleries.

There is a lot of competition in this sector: diverse quality exists for all tastes both on the high street and online. Few consumers realise the quality and breadth that John Lewis Home has on offer. Our readers: Like to think for themselves. They can be inspired to think about their own living spaces and the possibilities open to them. The Product: John Lewis’ ranges are strong on imagination, quality and style. Whatever your style is, you’d find it at John Lewis. The Brand: Spoke for itself. Demonstrating its breadth and style imaginatively, with authority.

We followed the interior design process from beginning to end. Once they had selected their products from the extensive JL ranges, each designer built their sets in a day, filmed by The Telegraph’s video and photography teams.

The content was then presented to readers through an absorbing multi-media campaign including: - Extended features. Room-by-room readers were able to learn the thinking behind the results. - John Lewis Home links: allowing readers to find our more on the JL ranges - Fly-on-the-wall documentary of each room being built, with each designer talking about their favourite JL products and relaying wisdom as to how consumers should approach interior design themselves - Flash-based photography of each room, clicking directly through to a bespoke page on Johnlewis.com – inspiration and a route to purchase.

Contact For more information on cross media campaigns, please contact Create on 020 7931 3341

Brilliant Results 88,000 page impressions / 44,000 unique users / 50,000 video views.

65% of readers correctly associated John Lewis with the content produced.

The campaign delivered a 55% increase in consumers who see John Lewis as the market leader in home interiors products (up from 53% to a massive 82%).

A 95% increase in the opinion that John Lewis is the FIRST or ONLY shop they would consider for home interiors products (up from 21% to a significant 41%).