John Lewis at Christmas has become a highlight for consumers with its heart-warming adverts – and now the department store’s insurance division is giving its customers the chance to shoot their own using Vine.
Using the six-second video platform, customers are invited to direct their own stop-start motion picture inspired by the brand’s latest offering to promote its ‘What Matters Most‘ campaign.
The animated advert is a little dull compared to what we we know John Lewis is capable of, but it gets the message across with its strap line: ‘If it matters to you, it matters to us.’ But, that’s not the important part. It’s the competition. It’s interesting because the mechanic is simple. Shoot six-seconds of video content, upload onto Twitter incorporating the relevant hashtag and wait to see if you’re a winner. If you’re wondering the prize is £1,000 of vouchers and runners up get one of three Canon cameras.
However, I would’ve liked to have seen adam&eveDDB, the agency behind the concept, bring in some better known judges to create another news story. My mind immediately thinks of Rus Yusupov, Colin Kroll or Dom Hofmann – Vine’s co-founders (Ok, not immediately but you understand my thinking.) Failing that, Nick Park or winners from the British Animation Awards or the British Animation Film Festival. Advertising gurus Simon Lloyd and Ben Tollett could sit on the panel but I don’t think they should run the game entirely because it simply doesn’t ooze credibility. In fact, it undermines it. Perhaps budgets play a part, but quite often people are happy to donate their time for free in exchange for national PR.
Currently there’s no chatter on Twitter about the competition. But, I’ll give the campaign its dues – despite the top two YouTube clips generating just two views to date.
Perhaps the brand would do well to front one version of its animation with details about the competition and, like its criteria, edit its content down to six-seconds to further inspire entrants.
Overall, the social media campaign is almost there. Who knows? Maybe it’ll be reviewed in time for Christmas.