John Lewis Insurance - 'What Matters' TV & Web Campaign

John Lewis, Britain’s best loved retail brand, wanted to capitalise on the popularity of their iconic TV advertisements to boost awareness of their insurance product in the UK market. They tasked 360i with the challenge of bringing the proposition to life, taking a conventionally dry product like insurance and turning it into an engaging and imaginative campaign via social media and TV.

We created a hashtag based on the campaign theme of ‘#WhatMattersMost’ and asked consumers to submit six-second videos that bring to life what mattered most to them in their lives – we then extended personal invitations to highly influential and popular content creators to drum up initial interest among the creative community.

In just three weeks, 140 aspiring filmmakers submitted beautiful brand-inspired Vine content to the microsite, inspired by videos from nine professional animators and 12 influential bloggers. There were more than 70,000 visits, and average dwell time was more than two minutes. The whole campaign drove 1.2 million impressions achieved through a mix of paid and earned promotion. The campaign also boasted 99% positive sentiment*, smashing the targets set pre-campaign.

The Vine competition was arguably the most successful of its kind in the UK, cementing JLI as an innovator in digital and capturing the imagination of consumers and trade outlets such as The Drum and Brand Republic alike.