With just under 10 weeks to go until the big man himself graces us with his festive presence, if you take a look around, you will start to notice the baubles and boxes of chocolates emerging on supermarket shelves in abunance.
But it isn’t only the roasted chestnuts us Brits go nuts over, it will soon be the time of year when we all wait with baited breath, in anticipation of the grand reveal of this year’s John Lewis Christmas ad. Each year the hysteria seems to reach new heights; the ad is often anticipated, discussed and analysed in so much detail, that it is so much more than a TV advertisement.
As a campaign, the proof is in the sales figure pudding. John Lewis revealed record-breaking sales during the week running up to Christmas 2017. According to official research data from You Gov, the brand’s Word Of Mouth score always enjoys a noticeable uplift and ‘Comfortably out-performs chief rival M&S’s ad.’
The Guardian notes that broadcasters are optimistically penciling in an early estimate of growth of 2.8% in 2018 and believe that TV can more than hold its own against the rise of digital players such as Google and Facebook.
Now we don’t all have a budget the size of that of John Lewis to spend on advertising, but you don’t actually have to spend £7M on an ad to make it engaging, or to get fantastic results at Christmas time.
It’s the most wonderful time of the year…
Is the Project Co-ordinator at Redolution Ltd.