John Lewis plunges £5m into first TV campaign for home insurance range

John Lewis is pouring £5m into its first television advertising campaign for its home insurance products as its sales within the category accelerate.

The department store brand will debut the stop-motion ad on social media channels tomorrow, with television activity set to roll out the following evening.

Creative by Adam&EveDDB introduces the endline, "if it matters to you, it matters to us", and features the possessions of a family home gathering on the lawn for a family photo.

Television activity will be complemented by a social media campaign, carried out by Steak, that will invite Vine users to submit videos that reflect what matters to them most, for the chance to win £1,000 of John Lewis vouchers.

Craig Inglis, head of marketing at John Lewis, said: "We’ve still got quite low awareness that John Lewis is in insurance so this campaign is intended to address exactly that.

"If you look at some of the advertising around insurance it does tend to focus in on the negative of why you insure such as the things that will go wrong.

"What we tried to do was focus on the positives. The reasons you insure your home is you want to insure the things that really matter to you, which is a different and more positive angle on the insurance market and that plays on the unique trust in our brand."

John Lewis claims it has seen sales growth of 27% year on year for its home, car, travel, pet and wedding insurance products.

Home insurance was selected as the focus of the ad because it is the leading product in the range and makes up around 67% of its overall insurance business.

Scottish singer-songwriter Nina Nesbitt has covered the Fleetwood Mac track 'Don’t Stop' for the ad, as John Lewis continues its strategy of getting up and coming artists to cover classic songs.

Inglis explained: "The key theme of our conversation was to make sure the brand was represented in a consistent way and just because we were communicating an insurance message then suddenly we didn’t have a different story out there."

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