How John Lewis plans to use tech to bring its Christmas ad campaign to life

John Lewis is rolling out in-store experiential activity as part of its 2014 Christmas campaign to bring the "magic of Christmas" to life with "never before seen" immersive technology.

John Lewis: Christmas ad will be brought to life using technological innovations
John Lewis: Christmas ad will be brought to life using technological innovations

Monty's Den, an in-store experiential campaign, uses innovative technology to tell the stories of the ad's characters – Sam, Monty and Mabel. It rolls out in 42 stores from today (6 November).

In common with last year's activity, the retailer has also created traditional merchandise such as stuffed toys and clothing.

Monty’s Den, created in partnership with Samsung, is an Antarctic-themed in-store space, featuring "never-before-seen technology" and educational content.

It will feature 'Monty’s Goggles' – technology created using Google Cardboard, a budget version of Oculus Rift that enables users to "step into Monty and Sam’s world" by creating a 360 degree virtual world.  

An app version of the children's book 'Monty’s Christmas Storybook', which the retailer released today, can be experienced when the goggles are worn. John Lewis will be one of the first brands in the world to use the tech, the retailer claimed.

John Lewis has also partnered with tech giant Microsoft to launch Monty’s Magical Toy Machine at its flagship store on Oxford Street. The Toy Machine scans toys that have been brought in by children and transforms them into life-like characters which move and dance on a screen. 

Craig Inglis, John Lewis's marketing director, said: "Each year we look for new ways to amplify our Christmas campaign, and creating Monty’s Magical Toy Machine with Microsoft is one of our most exciting ideas yet.

"I hope this unique experience will bring the magic of Christmas to life for our Oxford Street customers, both young and old alike."

Merchandise


John Lewis has also released a range of merchandise themed around the ad's characters.

Consumers will be able to purchase anything from stuffed Monty and Mabel toys to onesies featuring the lovebirds.

A proportion of the proceeds from the merchandise sales will go to Barnardo’s.

Watch John Lewis Christmas ad 2014 Monty the Penguin:

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Vodafone, Sky and HSBC join retreat from Google

Several more major brands, including Vodafone, Sky, and a trio of the UK's leading banks, have added their names to the list of those considering suspending their advertising on Google.

Why Cosabella replaced its agency with AI and will never go back to humans
Shares0
Share

1 Why Cosabella replaced its agency with AI and will never go back to humans

In October, lingerie retailer Cosabella replaced its digital agency with an AI platform named "Albert". Since then it has more than tripled its ROI and increased its customer base by 30%.

Just published

More