Retailer to debut first television adverts for its home insurance products
Department store John Lewis will roll out its first advertising campaign for its household insurance products on social media today, followed by a seven-week television and press campaign beginning tomorrow evening on ITV1.
The ad features stop-motion animation, a cover of Fleetwood Mac’s Don’t Stop, and introduces the tagline: ‘If it matters to you, it matters to us.’
John Lewis says it has had year-on-year sales growth of 27% on its insurance products, which include household, motor, travel, wedding and pet cover. Household comprises about two-thirds of its overall insurance business.
John Lewis spokesman Craig Inglis told Marketing magazine: “We’ve still got quite low awareness that John Lewis is in insurance, so this campaign is intended to address exactly that.
“If you look at some of the advertising around insurance, it does tend to focus in on the negative of why you insure – such as the things that will go wrong.
“What we tried to do was focus on the positives: the reason you insure your home is that you want to insure the things that really matter to you, which is a different and more positive angle on the insurance market and plays on the unique trust in our brand.”
RSA underwrites John Lewis’s home, wedding and pet insurance products.
View John Lewis’s new ad here.
Hosted by comedian and actor Tom Allen, 34 Gold, 23 Silver and 22 Bronze awards were handed out across an amazing 34 categories recognising brilliance and innovation right across the breadth of UK general insurance.
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