Agency.com helps John Lewis drive online sales

LONDON - Omnicom's Agency.com has revealed its latest summer campaign for John Lewis Direct, hoping to attract customers to the retailer's website with separate work featuring World Cup TVs and gardening, targeting men and women respectively.

The campaign from the interactive agency, who has worked with the retailer since last summer, comprises two executions of MPU and overlays promoting two different product ranges.

The streams will run on lifestyle sites with audiences that have an affinity with the John Lewis brand, including Handbag.com, Channel 4 Homes and iVillage.

Jacquie Penn, Agency.com's senior media planner, said: "The media team worked closely with the creative teams to develop units that work well in these environments."

A "Garden Furniture" stream is being targeted at women and aims to make a comparison between the beauty of garden plants and the John Lewis garden furniture range.

It shows the garden furniture blooming into life from illustrated plant forms and was created using illustration, Flash animation and 3D effects.

John Lewis' previous online campaigns have shown females to be more likely to purchase from John Lewis.

The second stream, promoting high end TVs, is aimed at men and is based on existing press ads surrounding the World Cup. One strapline reads: "This summer we can't guarantee that England will go all the way, but we can guarantee our televisions for five years for free."

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