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Agency.com launches John Lewis Direct Summer Campaign

Agency.coms latest online campaign for John Lewis Direct intends to test male and female audiences and their propensity to buy online from JohnLewis.com.

London June 7, 2006 London June 7, 2006 Agency.com, the full service interactive agency, today announced a new Summer campaing with John Lewis Direct. John Lewiss previous online campaigns for Autumn and Christmas promotions have shown females to be more likely to purchase from John Lewis.
The indicative test consists of a campaign with two streams promoting two different product ranges which will run in parallel. The Garden Furniture stream is being targeted at females.

The brief was to demonstrate how the John Lewis garden furniture range can transform any garden. Agency.coms solution makes the comparison between the beauty of garden plants and flowers and the John Lewis garden furniture range. Each unit shows the garden furniture blooming into life from beautifully illustrated plant forms. The ads were created using traditional illustration, flash animation and 3D effects.

The second stream, promoting the range of high-end TVs, is being aimed at a male audience, based on existing press ads surrounding the World Cup.

The campaign objective is to drive online sales for both product ranges and will run on lifestyle sites.

Weve taken the best performing sites based on our learnings over the past years campaigns for John Lewis and really homed in on those we know will perform. The media team worked closely with the creative teams to develop units that work well in these environments, in this instance, rich media overlays and MPUs. commented Senior Media Planner, Jacquie Penn.

The Garden Furniture campaign will run on niche sites whose audience have a strong affinity with John Lewis and fit contextually with the two product ranges, the majority of which have been tested extensively over the last year.

About Agency.com

Agency.com is a full-service interactive agency. Since 1995, the company has created effective interactive marketing campaigns and world-class websites to help global clients including 3M, British Airways, BrownCo, Discovery Networks, T-Mobile UK and Visa get and keep customers online. Agency.com is headquartered in New York and has offices in Amsterdam, Brussels, Chicago, Dallas, London and San Francisco. For more information, visit www.agency.com. Agency.com is a subsidiary of the Omnicom Group Inc. (NYSE:OMC), a Fortune 500 global advertising, marketing and communications company. Omnicom's branded networks and numerous specialty firms provide advertising, strategic media planning and buying, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.

About the John Lewis Partnership

The John Lewis Partnership operates 27 department stores across the U.K., John Lewis Direct, a website and catalogue business, and 173 Waitrose supermarkets and has a turnover of over 5bn.
John Lewis Britains favourite store 2005* typically stocks more than 350,000 separate lines in any one year and seeks to be an all-under-one-roof destination for an entire region of shoppers. Fashions, furnishings and household goods of all kinds are offered with excellent service and free delivery - all at competitive prices. 17,000 lines focused on the best of home and giftware are also available online at www.johnlewis.com or in one of the range of seasonal catalogues. For details of your nearest John Lewis department store location please call 08456 049 049 or visit www.johnlewis.com
(*Verdict research, January 2006)

Source: Agency.com

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