To support its first TV advertising campaign, John Lewis Insurance has launched a microsite showcasing its new TV commercial and the accompanying “making of” story, supporting a unique user-generated content competition using the mobile video platform Vine.

Working with digital specialists STEAK and 360i London, the campaign comes as part of a new drive by John Lewis to highlight its Insurance offering to new audiences. The TV campaign creative, produced by adam&eveDDB, makes use of stop motion animation and John Lewis Insurance's digital partners saw a great opportunity to mirror this approach in the social media space.

Visitors to the dedicated microsite are challenged to submit their own six second stop motion films with the hashtag #WhatMattersMost. The best entries will be picked by adam&eveDDB's Lead Creatives Simon Lloyd and Mark Waring, with John Lewis providing a 1st prize of £1000 worth of gift vouchers for the best entry, as well three Cannon EOS 700D Digital SLR cameras for weekly winners.

Phil Burgess, Client Services Director at STEAK explains, "John Lewis TV adverts have become much loved campaigns and we saw this as the perfect opportunity to extend the impact of the new ad into the digital space. The stop motion technique lends itself perfectly to the use of an innovative platform such as Vine, which will help to drive further engagement with the campaign and deepen understanding of the ad’s message."

Keith Bibby, Head of Marketing at John Lewis Insurance continued, “This online content is a great tool to expand the TV concept. It maintains momentum online and ultimately drives levels of engagement which you would not typically experience as a mainstream financial service brand.”
The advert went live online and on TV this weekend, and the #WhatMattersMost competition will go live on Monday 19th August -

Published on: 5:33PM on 19th August 2013