October 2019: The temperature is dropping, the clocks are going back and summer is a distant memory. With the seasons changing, so does human behaviour. We knew consumers were spending more time at home throughout winter, indicated by an uplift in sales of bed linen, home cinema experiences and informal dining wares.
We had also identified an increase in the use of #JOMO (joy of missing out) in social channels and sentiment around the trend was overwhelmingly positive. It seemed to suggest that staying in is the new going out, and consumers were embracing their cosy homes even more than usual.
Using Google search, location data, weather data, social mentions and sentiment data, we were able to pinpoint the moments and broad locations that our target audience might be wishing they could curl up and stay in. Our strategy was to hijack these moments of longing show consumers what they were missing by not staying at home, then arming them with the items they needed to cancel plans, stay in and indulge in JOMO, guilt free.
We ran evening time-targeted dynamic digital six sheets at key London Underground and National Rail stations, featuring flickering candles and fires to create a sense of cosy. We used transvision to bring rooms to life for weary travellers, enticing them home. We also targeted city centre hubs and malls with proximity digital 6 sheets and geo-locked mobile ads during evenings to capture those out and convince them heading home would be a better choice. Bringing ultimate cosiness to the streets of the UK, we also installed unique bus stops featuring images of fires using technology that actually heated up when touched, warming cold commuters as they waited for the bus in the rain.
Through a universally recognisable and culturally relevant insight, we were able to capitalise on moments of winter frustration and present consumers with a positive alternative – just stay in and embrace #JOMO.
In 6 weeks, over 5.5million commuters were encouraged to Just Stay In and over 110,000 took action and visited the John Lewis & Partners site and stores. By using real-time data to enhance the reasons to believe in #JOMO we brought joy to cold commuters of the UK.
After all, home is where the heart is.