The Boy and The Piano|装置,活动|广告营销案例【ADGuider广告指南】

男孩和钢琴

案例简介：为什么这项工作与娱乐相关？埃尔顿 · 约翰非凡的职业生涯是讲述一个关于礼物可以改变生活的力量的故事的完美工具。埃尔顿和约翰 · 刘易斯都是国宝，看起来非常合适。我们与埃尔顿的管理公司火箭音乐合作，确保他参与竞选，并在他开始最后一次世界巡演之前为广告拍摄场景。作为我们与 Rocket Music 协议的一部分，旅行门票被授予 John Lewis & Partners 最佳客户。发布会之前，由埃尔顿生活传记电影《火箭人》主演。背景 2018，对英国商业街来说是最艰难的一年之一，我们再次开始巩固约翰 · 刘易斯和合伙人作为体贴礼物之家的地位。我们讲述了一个关于完美礼物的力量以及它如何改变一个小男孩生活的故事。那个小男孩碰巧是埃尔顿 · 约翰。这部电影以标志性的《你的歌》为背景，按时间顺序向后播放，直到圣诞节早上他收到改变他生活的特殊礼物。描述创意《男孩与钢琴》讲述了完美礼物的力量以及它如何改变了一个小男孩的生活。那个小男孩碰巧是埃尔顿 · 约翰。这部电影以标志性的《你的歌》为背景，按时间顺序向后播放，直到圣诞节早上他收到改变他生活的特殊礼物。描述策略约翰 · 刘易斯和合伙人的战略基石是 “深思熟虑的礼物” 的家园。这一战略由三个关键见解支撑: 业务洞察 John Lewis & Partners 比任何其他商业街零售商都拥有更专业的设计，采购和策划的产品和服务。无论你为谁购买，你都会在那里为他们找到完美的礼物。品牌洞察 John Lewis & Partners 是一个沉稳、低调的品牌。购物体验平静而平静。在浮华、晋升和陈词滥调的疯狂时期，约翰 · 刘易斯和合伙人更受考虑。客户洞察 John Lewis & Partners 吸引了富裕，受过教育的客户群，他们购买得很好。当谈到礼品购买时，他们会更仔细地思考，更深思熟虑地选择。我们称这些人为 “体贴的礼物者”。通过创造引人入胜的互动体验，我们推动了门店的发展，这一时期的整体销售额同比增长了 2.5%。描述执行 11月14日，该活动通过与独立电视台的独特合作被取笑，五个著名节目 (包括加冕街) 将主题曲调改为定制钢琴版本。在发布日，埃尔顿 · 约翰也在自己的社交渠道上分享。140 ”广告在发布后的电视上直播了 4 天，90” 、 60 ”和 30” 剪辑在整个 11月播出。90 英寸的广告也在电影中播放，旁边是埃尔顿生活的传记电影《火箭人》的预告片。12月，苹果、微软和乐高等品牌播出了八个 10 英寸产品广告，每个品牌都有自己的埃尔顿 · 约翰赛道。在全国各地的商店里，顾客可以在钢琴上演奏埃尔顿乐谱。旗舰店拥有身临其境的广告空间体验，包括电影中的布景、每层楼的埃尔顿主题装置以及 “步入圣诞节” 的灯光表演。描述结果该广告在社交网站上获得了超过 5000 万的浏览量 (YoY + 62%)，其中 1600 万是由詹姆斯 · 柯登和罗布 · 劳等名人的有机股票产生的。我们在 YouTube 的圣诞广告排行榜上排名第一。由于埃尔顿的明星品质 (发布时 + 21%)，品牌显著性和情感亲和力增加，广告认知度和口碑飙升。超过 6,000 名顾客在旗船店参与了广告空间体验，店外人山人海，观看壮观的灯光秀。在艰难的零售环境下，总销售额为 11.6亿英镑，同比增长 2.5。

男孩和钢琴

案例简介：Why is this work relevant for Entertainment? Elton John’s extraordinary career was the perfect vehicle to tell a story about the life changing power a gift can have. Both Elton and John Lewis are National treasures and seemed like the perfect fit. We worked with Elton’s management company Rocket Music to secure his involvement in the campaign and shot scenes for the commercial just before he embarked on his final world tour. Tickets for the tour were awarded to John Lewis & Partners best customers as part of our agreement with Rocket Music. The launch preceded ‘Rocketman’ starring Taron Egerton, a biopic of Elton’s life. Background In 2018, one of the toughest years yet for the British high street, we set out to cement John Lewis & Partners position as the home of thoughtful gifts once again. We told a story about the power of the perfect gift and how it changed the course of a little boy's life. That little boy just happened to be Elton John. Set to the iconic 'Your Song', the film works backwards chronologically right up to the moment on Christmas morning when he receives the special gift that changes his life. Describe the creative idea The Boy & The Piano tells the story about the power of the perfect gift and how it changed the course of a little boy’s life. That little boy just happened to be Elton John. Set to the iconic ‘Your Song’, the film works backwards chronologically right up to the moment on Christmas morning when he receives the special gift that changes his life. Describe the strategy John Lewis & Partners' strategic bedrock is the home of 'Thoughtful Gifting.' This strategy is underpinned by three key insights: Business insight John Lewis & Partners has more expertly designed, sourced and curated products and services than any other high-street retailer. No matter who you are buying for, you’ll find the perfect gift for them there. Brand insight John Lewis & Partners is a composed, understated brand. The shopping experience is calm and unruffled. At a frenzied time of glitz, promotion and cliche´, John Lewis & Partners is more considered. Customer Insight John Lewis & Partners appeals to an affluent, educated customer base, who buy well. When it comes to gift buying, they think more carefully and choose more thoughtfully. We call these people “Thoughtful Gifters”. By creating engaging, interactive experiences we drove footfall in to store and overall sales for the period increased by 2.5% YoY. Describe the execution The campaign was teased on the 14th November through a unique partnership with ITV with five famous programmes (including Coronation Street) changing their theme tunes to bespoke piano versions. On launch day, Elton John also sharing it on his own social channels. The 140” ad was live on TV for 4 days from launch, with the 90”, 60” and 30” cutdowns airing throughout November. The 90” ad also ran in cinema next to a trailer for ‘Rocketman’, a biopic of Elton’s life. Eight 10” product ads aired in December for brands like Apple, Microsoft and Lego each with it’s own Elton John track. In stores throughout the country, customers could play Elton sheet music on pianos. The flagship store had an immersive ad space experience with sets from the film, Elton themed installation on every floor and a light show to 'Step into Christmas'. Describe the outcome The ad received over 50m views on social (+62% YoY), with 16m of those generated by organic shares from celebrities like James Corden and Rob Lowe. We were No.1 on YouTube’s Christmas ad leaderboard. Brand salience and emotional affinity increased and ad awareness and word of mouth rocketed thanks to Elton’s star quality (+21% upon launch). Over 6,000 customers participated in the ad space experience in the flag ship store, and crowds of people formed outside the store to watch the spectacular light show. In a tough retail climate, gross sales came in at £1.16 billion, up 2.5 per cent YoY.