Memorable marketing, as defined by members of the Forbes Communications Council, is doing something different from the competition that is unique and engages new and existing customers in clever ways. Such marketing tactics should be authentic, nostalgic, sensitive to seasonal stress, delight, understand consumer needs, support a cause, stand out from the pack, reflect on the past, create a tradition, create a living experience, challenge expectations, be personal and/or interact.
John Lewis & Partners, a chain of high-end department stores located throughout the United Kingdom, has nailed the concept of memorable marketing this holiday season. The company’s 2018 Christmas commercial, The Boy & The Piano, focuses on the power of a single gift through the story of Sir Elton John, which echoes the company’s tagline, “when you’re part of it, you put your heart into it.”
The nearly two and a half minute commercial begins in present day highlighting Elton’s legendary career as a 71-year-old singing “Your Song,” which plays throughout, and then works backwards to take consumers on an emotional journey of major milestones throughout his career, from his iconic Dodger Stadium concerts, to the recording of “Your Song,” to his performance as a teen with his mother proudly watching. The story ends with a young Elton who receives a Christmas gift from his mother that would singlehandedly change his life: his grandmother’s piano. The commercial concludes with present day Elton closing the lid on the instrument with a text overlay that reads, “Some gifts are more than just a gift.”
After its televised debut on Britain’s ITV earlier this month, mixed reactions from fans and consumers flooded social media using #eltonjohnlewis. Naysayers voiced concerns about using Elton’s songs and persona for profits and others questioned the company for not selling acoustic pianos. Supporters praised the simplicity and authenticity of the seasonal story, which pulls at the heart strings and reinforces the beauty of giving. Topics of conversation around the commercial continue to trend. In less than two weeks, the commercial has received more than 10.8 million views on YouTube.
According to a press release, this is John Lewis & Partners most experiential Christmas campaign to date. Customers shopping at its flagship store will enjoy a musical light show to Elton’s “Step Into Christmas,” which will play every 30 minutes starting at 4 p.m. as part of the shop’s window display. On the third floor, customers are invited to step into the 2,000 square foot set of the ad to go behind the scenes of the story, exploring the dressing room, recording studio and living room sets, interacting with props, listening to music and taking photos with the piano. In addition, there will be a Yamaha piano on display for customers to play and other Christmas experiences at each of the company’s other 14 locations across the region.
In keeping with the holiday spirit, Elton requested that a portion of his fee to participate in the campaign be donated to the Elton John Charitable Trust, which supports more than 90 charities across the globe.
“The John Lewis Christmas campaign has so many warm memories for me and my family, said Elton, within the press release. “It’s been a lovely opportunity for me to reflect on my life in music and the incredible journey I have been on, and how first playing my grandmother’s piano marks the moment when music came into my life.”
John Lewis & Partners’ forward thinking Christmas campaign with a historic and nostalgic twist makes this campaign stand out against months of competing holiday advertisements. Bravo!
