John Lewis direct mail campaign supports Christmas TV ad

John Lewis is launching a direct mail campaign to encourage shoppers into its department stores during the festive season.

The campaign, created by Kitcatt Nohr Alexander Shaw, builds on the creative idea the retailer unveiled in its nostalgic Christmas television advertisements last week.

John Lewis is targeting existing customers and reminding them of the excitement of Christmas when they were children.

The direct mail pack has been designed to look like a festive gift tied up with red ribbon and includes a personalised Christmas card including offers, a brochure of gift ideas and a sheet of exclusive John Lewis Christmas wrapping paper.

John Lewis is also driving footfall by offering customers a free mince pie and hot drink in store.

Shoppers can also enter into a prize draw to win £3,000 of John Lewis vouchers and claim a bottle of wine when they spend £100 in store or online.

John Lewis direct marketing manager Suzanne Roderick says: “Many of us remember clearly what it felt like to receive the perfect present as a child. The team and Kitcatt Nohr have created a campaign which really brings this feeling to life.”

The TV ad, created by Adam & Eve is set to a rerecorded version of the Guns n Roses track Sweet Child O’ Mine by Swedish folk band Taken by Trees and is the first time the rock band has allowed its music to be used in a UK advertising campaign.

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