John Lewis’ Christmas ads have become an advertising institution – highly anticipated and then much-discussed once on-air. To maximise the impact of the 2014 campaign, Infectious Media ran the world’s first ‘tailored takeover’ for the retailer, where ads served online were specific to users, based on their browsing habits.
John Lewis focused on its home, electrical and beauty ranges for a partnership with the Radio Times website. Customers who visited one of these sections on John Lewis’ site would see a related ad when visiting radiotimes.com. A proportion of the digital advertising was also synchronised to appear as the TV ads aired live, allowing John Lewis to reach its audience across dual screens. By bridging the gap between data and creativity in this way, brand awareness and engagement rates increased.