The power of true brand extension marketing

IPA Effectiveness Awards Case Study 2016


This paper outlines an approach for organisations that want to extend existing brand equities into new categories. It sets out how the retailer John Lewis partnered with the insurer, RSA, to create a new, John Lewis-branded range of insurance products to cut through with consumers in a category where the existing providers were often fighting to win business mainly by offering the cheapest quotes. The strategy used advertising, including the celebrated ‘Tiny Dancer’ TV spot, and a drip feed media policy that focused on premium placements and regional upweighting. John Lewis Insurance earned £1.17 in insurance commissions for every £1 spent on advertising, and generated an estimated £16.7m of incremental sales for its retailer parent.

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“There is a massive opportunity to think very differently about how to market insurance. The change we're making is to be even braver in how we think about bringing a John Lewis-inspired positivity to a sector currently playing on the 'fear factor'.”

Margaret Burke, Head of Marketing
John Lewis Insurance

Winners 2016

Silver Winner

Title

The power of true brand extension marketing

Brand

John Lewis Insurance

Client

John Lewis Insurance

Agency

adam&eveDDB
Manning Gottlieb OMD

Principal Authors

  • Tom Sussman - adam&eveDDB

Contributing Authors

  • Les Binet - adam&eveDDB
  • Ric Roberts - Manning Gottlieb OMD

Credited Companies

  • adam&eveDDB - Creative Agency
  • Manning Gottlieb OMD - Media Agency
  • adam&eveDDB - Creative Agency
  • adam&eveDDB - Creative Agency

This was a beautifully written case that had a significant brand extension challenge at its core. It used careful positioning that aligned it with the master brand and saw them stick to their knitting with a powerful, emotive campaign idea based on good insight. Wendy Proctor, Ministry of Defence

Shortlist 2016

Silver Winner

Title

The power of true brand extension marketing

Brand

John Lewis Insurance

Client

John Lewis Insurance

Agency

adam&eveDDB

Principal Authors

  • Tom Sussman - adam&eveDDB

Contributing Authors

  • Les Binet - adam&eveDDB
  • Ric Roberts - Manning Gottlieb OMD

Credited Companies

  • adam&eveDDB - Creative Agency
  • Manning Gottlieb OMD - Media Agency
  • adam&eveDDB - Creative Agency
  • adam&eveDDB - Creative Agency

This was a beautifully written case that had a significant brand extension challenge at its core. It used careful positioning that aligned it with the master brand and saw them stick to their knitting with a powerful, emotive campaign idea based on good insight. Wendy Proctor, Ministry of Defence

The power of true brand extension marketing

IPA Effectiveness Awards Case Study 2016


This paper outlines an approach for organisations that want to extend existing brand equities into new categories. It sets out how the retailer John Lewis partnered with the insurer, RSA, to create a new, John Lewis-branded range of insurance products to cut through with consumers in a category where the existing providers were often fighting to win business mainly by offering the cheapest quotes. The strategy used advertising, including the celebrated ‘Tiny Dancer’ TV spot, and a drip feed media policy that focused on premium placements and regional upweighting. John Lewis Insurance earned £1.17 in insurance commissions for every £1 spent on advertising, and generated an estimated £16.7m of incremental sales for its retailer parent.

Click to purchase this case study >