This campaign tells the story of little boy Reginald Dwight, growing into the man we know today, Sir Elton John, and how one thoughtful gift can change the course of a life. The social content drove intrigue pre-launch and amplified the campaign. The creative unpacked real moments featured in the narrative; working closely with Universal ensured the content was accurate to true events.

Results

ROMI £11.23 : £1

10th year of growth and profit for the brand

24 hours before the campaign launched signage across flagship stores were altered, removing ‘Lewis’, driving PR and coverage by the national media.

These sign changes remained for the launch week of the campaign.

For the first time ever, all employees were given the opportunity to break the advert to the world, across their personal social channels. Using a tiered approach key influencer employee posts were boosted with media spend on Instagram.

Stills taken from the ad were edited alongside real images from Elton’s life and formed part of the launch, with Partners (employees) posting these in their broadcast.

Launching unlisted on YouTube at 6am, the link went public at 7am, gathering momentum for the commuter hours and morning news. The brand broadcast the advert with Elton John at 7am in a cross-post on Facebook and Instagram, and other channels with tagging. Three further social posts were contractually delivered by Elton John in the weeks following.