John Lewis tasked Kitcatt Nohr with creating a campaign to inspire existing shoppers to go and see the new spring collection at their local store and to book an appointment with one of their in-store fashion advisers, who can offer customers free advice.
The campaign is primarily targeting women who currently shop in John Lewis. It aims to encourage them to shop more frequently and to encourage non-shoppers to visit for the first time.
The DM pack includes images of Elson and a selection of clothes and accessories, designed to show the range of items available in the spring collection.
The outer pack features the line "Just one thing can lead to a whole new look".
Recipients are encouraged to buy from the collection with the offer of a complimentary Lancome gift bag containing various beauty products when they spend £70 on fashion.
The pack , where they can find out more about the clothing range.
The campaign is supported by Lowe's above the line work also featuring Elson.
Marc Nohr, managing partner at Kitcatt Nohr, said: "We hope this campaign will highlight the great brands available in John Lewis' fashion department and encourage women who already shop at John Lewis to consider the store as a fashion destination."
Miranda Goodenough, head of direct marketing at John Lewis, said: "This colourful campaign should inspire our customers to come and see our spring fashion range, make an appointment with a fashion advisor, and find out what the John Lewis fashion department has to offer."
.jpg)
.jpg)