Agency of the year

A most inviting launch campaign for my John Lewis

Proximity London created a launch campaign for the new ‘my John Lewis’ loyalty programme, which rolls out nationally at the end of October.

The launch campaign, leading with the line ‘Inviting you in’ and with bespoke photography that brings the programme to life, prompts customers to enjoy a closer, more fulfilling relationship with the brand.

In a move away from traditional points-based schemes, the programme gives customers exclusive benefits and rewards tailored to their interests. My John Lewis will help the store understand customers’ shopping behaviour, so they can reward them in ever more personal and relevant ways.

Customers will be able to use a ‘my John Lewis’ card in both shops and online. Benefits include free tea and cake every month, regular prize draws and invitations to previews and exclusive local events.

Creative developed for the launch campaign include the ‘my John Lewis’ card and welcome pack, point of sale posters and leaflets and direct mail and emails. Gabrielle Moss, Managing Director at Proximity said; “my John Lewis is pioneering the new style of reward programme that benefits both customers and brands alike, and it’s been a pleasure creating the campaign that launches it.’