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John Lewis has unveiled its annual Christmas campaign, which is focused around a little boy befriending a monster named Moz living under his bed.

The 'Moz the Monster' campaign, created by adam&eveDDB and Manning Gottlieb OMD, launches today (10 November) at 8am on John Lewis's website, social media channels and in-store. The advert will be shown on TV this evening at around 9.30pm on Channel 4 and will also be broadcast on all of Sky's own channels at the same time.

Set to a cover version of the Beatles' 'Golden Slumbers' recorded by British band Elbow, the two-minute advert tells the story of a young boy called Joe who is kept awake by a seven-foot imaginary monster called Moz who lives under his bed.

The two form a friendship and play together every evening, but staying awake through the night starts to take its toll on Joe, who can hardly keep his eyes open during the day. For Christmas, Joe receives the gift of a night light which helps him sleep - but this does mean Moz disappears.
READ MORE: Mixed reviews - Marketers react to the 2017 John Lewis Christmas ad
As the ad comes to a close, however, Joe turns the light back off and hears the familiar rumblings of Moz, reminding himself that he can bring his friend back any time he thinks of him.

Earlier this year the retailer admitted its festive ads are "no long as groundbreaking" and suggested it could switch up its approach in 2017. However, if anything this year is a return to pulling on heartstrings and is similar in theme to Monty the Penguin.

"This year's Christmas campaign brings to life the power of children's imaginations and the joy of great friendships. Moz and Joe's story is magical and heartwarming and I'm sure it will be loved by all of our customers, young and old," says Craig Inglis, John Lewis's customer director.

As in previous years, John Lewis is hoping to tap into interest in its Christmas campaign with an array of merchandise. There is an accompanying children's picture book, while the retailer will make a donation from the sale of Moz cuddly toys and mugs to charity partner Barnardo's.

In addition to the ad, John Lewis will be bringing the campaign to life in a number of ways. A recording of actress Sally Phillips reading the Moz The Monster story will be available for download from its own website, Sky boxes, and Google's smart home device Google Home. Google Home customers will be able to personalise the story by choosing their own sounds effects.

From a social perspective, the retailer is partnering with Facebook to offer consumers an artificial intelligence experience. People will be able to put a Moz filter over their face - similar to its Snapchat activity last year - and in 10 shops customers will be able to create their own monster selfie at a Monster Maker station and share the results on social media.

Meanwhile, at the John Lewis flagship shop on Oxford Street in London, visitors will be able to see and hear Moz playing in the rooms in Joe's house.

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John Lewis returns to 'heartwarming' Christmas ads with Moz the Monster

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John Lewis has unveiled its annual Christmas campaign, which is focused around a little boy befriending a monster named Moz living under his bed. The 'Moz the Monster' campaign, created by adam&eveDDB and Manning Gottlieb OMD, launches today (10 November) at 8am on John Lewis's website, social media channels and in-store.

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When it comes to Christmas, some say the countdown doesn't officially start until John Lewis's ad hits our screens. And get ready to start feeling festive, as the retailer's Moz The Monster campaign, created by its long-running agency partner adam&eveDDB, was finally launched this morning (10 November).

But, I hear you say, how could I possibly judge this year's creation without seeing ads from previous years? Not to worry - we've got you covered. We've created a handy round-up of some of John Lewis's most prominent and popular festive campaigns.

2017: Moz The Monster

The two-minute advert tells the story of a young boy called Joe who is kept awake by a seven-foot imaginary monster called Moz who lives under his bed. The two form a friendship and play together every evening, but staying awake through the night starts to take its toll on Joe, who can hardly keep his eyes open during the day. For Christmas, Joe receives the gift of a night light which helps him sleep - but this does mean Moz disappears.

2016: Buster The Boxer

Last year's ad featured a little girl called Bridget whose trampoline becomes popular among the local wildlife community - much to the annoyance of household pet Buster. But come Christmas morning he gets his big chance and excitedly pushes past a surprised Bridget to joyously jump on her present trampoline.

2015: Man on the Moon

John Lewis's Christmas ad for 2015 was decidedly less upbeat compared to the previous year. It tells the story of a young girl, Lily, who uses the family telescope to find a man living on his own on the moon. Concerned that he will spend Christmas on his own she finds a way to send him the perfect gift. Aldi was quick to capitalise on the ad's popularity by launching a spoof in response.

2014: Monty The Penguin

Monty The Penguin could be considered one of John Lewis's biggest Christmas successes. The ad, which shows the story of young boy Sam and his imaginary friend Monty, helped push sales up over the festive season 4.8%, while the TV ad racked up more than 7 million views on social media within 24 hours. It's easy to see why - only the coldest of hearts would shun a lonely penguin looking for love.

2013: The Bear & The Hare

In 2013, the retailer decided to turn its hand to animation for its festive extravaganza. The ad features two characters, a bear and a hare, one of which has never seen Christmas. As the other woodland animals prepare for the big day, bear goes into hibernation, but is awoken by a present from hare that enables him to see his first Christmas.

2012: The Journey

Another unforgettable Christmas ad is the retailer's 2012 campaign 'The Journey'. It sees a snowman go on a tiring quest across the country - much to the shock of his icy partner. Naturally, he ends up finding her the perfect gift at John Lewis.

2011: The Long Wait

It was its 2011 ad that officially kicked off John Lewis's winning streak in the annual Christmas ad battle. The Long Wait features a young boy getting increasingly impatient in the run-up to the big dag. Only on Christmas morning does the viewer discover his pre-Christmas grumps were simply because he couldn't wait to give his parents their present.

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John Lewis Christmas campaigns: Watch all the ads from the past 7 years

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When it comes to Christmas, some say the countdown doesn't officially start until John Lewis's ad hits our screens. And get ready to start feeling festive, as the retailer's Moz The Monster campaign, created by its long-running agency partner adam&eveDDB, was finally launched this morning (10 November).

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John Lewis programmatically engages customers with Christmas brand advertising Challenge
John Lewis reported record sales during the festive period in 2013, with like-for-like sales up 6.9% from the previous year. The growth was driven by online sales which were 44% higher than the previous year and a 13% increase in in-store sales.

John Lewis' pioneering approach to digital marketing is a key factor in its strong online performance. It was one of the first brands to embrace programmatic advertising, partnering in 2012 with programmatic specialist, Infectious Media.

With online sales an important part of its growth strategy, John Lewis needed to improve its performance in 2014. John Lewis sought to maximise brand awareness and sales during the crucial Christmas period, by creating an innovative programmatic advertising campaign.
Solution
John Lewis briefed Infectious Media to devise a strategy to achieve its brand engagement and sales goals.

Infectious Media suggested an innovative strategy, made possible by programmatic advertising. It would maximise brand engagement by being placed on high impact brand formats on viewable premium inventory. Engagement rates would be further increased through the use of audience data to serve more relevant, personalised ads to customers. To take full advantage of the high level of popularity of John Lewis' Christmas advertising, a proportion of the digital advertising would be synchronised to appear at the same time as the TV ads.

Infectious Media proposed a ground breaking strategy that would strengthen brand awareness and sales for John Lewis during the Christmas period. The campaign was broken down into two major segments:
Tailored Takeover
To maximise the impact of the campaign Infectious Media proposed to run the world's first 'tailored takeover'. Whereas a traditional takeover is bought directly through negotiation with the publisher, with all users seeing the same ads. A 'tailored takeover' uses programmatic data points to show tailored ads to users based on their browsing habits.

Infectious Media suggested this campaign would focus on promoting three of John Lewis's most important ranges, Home, Electrical and Beauty. Customers who visited one of these sections on John Lewis' website would see a related ad when visiting The Radio Times website.

Infectious Media believed that by bridging the gap between data and creativity through this 'tailored takeover' brand awareness and engagement rates would be increased.

The campaign was run on both desktop and tablet and results of the campaign were shared with John Lewis in real-time via custom dashboards built by Infectious Media.
TV Synchronisation
John Lewis' acclaimed Christmas TV advertising has and continues to play a major role in its marketing activity and Infectious Media proposed a plan to leverage this digitally with another advertising innovation that could only be realised programmatically - 'TV synchronisation'.

John Lewis agreed to pilot TV synchronisation, which automatically directs digital display advertising to be shown to coordinate with TV advertising by using a commercial database of TV slots for over 2000 channels, across 60 countries.

Infectious Media began syncing with John Lewis' TV advertising in the 5 weeks leading to Christmas on both desktop and tablets. This allowed John Lewis to reach its audience across dual screens, maximising the impact of its Christmas TV investments.
Results

The world's first 'Programmatic Tailored Takeover

The average viewability for the campaign was 80%, more than twice the industry average

The RadioTimes Tailored Takeover was 100% viewable

Click through rates (CTR) for the tailored takeover were 42% higher than average

CTR trebled YoY

Cost per acquisition (CPA) performance was 6x stronger than average for a brand awareness campaign

"The Christmas campaign with Infectious Media was a great success and allowed us to break new ground with our digital marketing activity. We are thrilled to be the first advertiser to run a tailored takeover and also to be one of the first to synchronise our online and offline activity. We will continue to push the boundaries in digital marketing as we believe it is key to maintaining our position as a market leader". Kane Bartlett, Online Acquisition and Paid Search Manager, John Lewis

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John Lewis Programmatic Case Study | Infectious Media

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John Lewis programmatically engages customers with Christmas brand advertising Challenge John Lewis reported record sales during the festive period in 2013, with like-for-like sales up 6.9% from the previous year. The growth was driven by online sales which were 44% higher than the previous year and a 13% increase in in-store sales.