This is the fourth in our occasional series of ‘creative work that works’
We started this series back in September 2014, so for this to be only our fourth post in the series may suggest to some, that examples of ‘creative work that works’, are few and far between. That couldn’t be farther from the truth, as readers of the Gunn/IPA Databank Report will know. Over the 16 years of the campaigns studied, creatively-awarded campaigns were 7 times more effective than non-awarded ones, in terms of market share gains. So with that off my chest, let’s move on to our latest nomination. Although not universally acclaimed by the creative community, John Lewis’s latest Christmas TV treat, complete with two foxes, a badger, a hedgehog and a squirrel proved to be a ROI monster. In fact, in the words of Paul Baisfair, Director General of the IPA, it is the most successful campaign they have ever measured. Buster the Bouncing Boxer generated an ROI of £8 for every £1 spent. Watch this space for more proof that ‘creative work, works’.
Video: John Lewis – Christmas 2016 – Buster the Boxer