John Lewis was one of the launch advertisers on the new large format portrait M-Vision screens with a campaign on digital Outdoor in malls to promote the new e-reader from Nook. The two-week campaign in malls was planned and booked with JCDecaux through Manning Gottlieb OMD and Posterscope.
John Lewis’ campaign deployed two of the new M-Vision screens in Bluewater and digital 6-sheets in premium malls nationwide, reaching consumers with full-motion creative in malls with John Lewis stores.
Mark Beasley, Marketing Manager at John Lewis said, “Using digital Outdoor we can more effectively communicate the glowlight technology that is a significant differential of the product, and occupying these sites in malls where John Lewis has stores ensures that John Lewis is a destination for Christmas gifting. Digital sites perfectly complement our campaign for this new e-reader, offering creative flexibility and delivering additional impact on the new M-Vision screens.”
The first three M-Visions in a planned national network have been installed in Bluewater and the Bullring in Birmingham.