John Lewis advert win IPA Effectiveness Awards as well as consumer hearts.
One of the most enjoyable elements of tutoring CMC delegates is the lively discussions that often ensue. And last weekend was no exception when my group of CAM and CIPR delegates were discussing the use of emotional versus rational messaging in PR.
A lovely example of where emotional messaging is used to great effect is a brand positioning advert, created for John Lewis by Adam & Eve and Manning Gottlieb OMD.
It was very powerful, tugging at the heart strings and engaging a touch of humour at the same time. The accompanying soundtrack only added to the emotional journey.
Airing in the run up to Christmas 2011, the advert won the hearts of the British public so when it scooped top prize at the prestigious IPA Effectiveness Awards, the industry were not really surprised.
The annual Awards showcase and reward campaigns that demonstrate a solid return on investment and are considered the most rigorous in the world. The judges agreed that a central element to the success of the advert was its unparalleled ability to engage large audiences emotionally.
And, resulting in £1,074m of incremental sales and £261m in profits, it was a winner on more than one level.
Read about why it won the award: IPA Effectiveness Awards.