Tesco is taking the unusual step of targeting its 16 million Clubcard members through a responsive TV ad – rather than just direct mail and digital channels – to promote the fact that they can get exclusive discounts on Tesco Bank products as a reward for their loyalty.
Developed by Tesco Bank’s agency WDMP, the 30-second commercial will be aired across terrestrial and satellite channels. Aimed exclusively at Tesco Clubcard holders, the campaign offers members a special discount of up to 30% on car insurance.
It is part of a wider strategy to raise awareness of the special deals from Tesco Bank available to Clubcard members.
This is the first TV campaign from Tesco Bank for 12 months and it builds on Tesco’s branding and advertising style, while putting a distinctive Tesco Bank spin on the ad.
WDMP has used the red circle ‘ping’ device and adapted it so it appears on car roofs as Clubcard members buy Tesco car insurance, highlighting the 30% discount.
The campaign is supported by extensive integrated activity including email, direct mail, national press, and digital to drive Clubcard members online.
Customers will be able to access an immediate personalised quote by entering their membership number. Media agency Initiative has negotiated press space, creating full page take-overs with the giant ‘ping’.
WDMP was appointed by Tesco Bank last year to work across its entire product range focusing on customer communications, retention, upgrade and cross sell.
Tesco Bank head of customer communications Claire Moyles said: “Tesco Bank is all about providing great value to our loyal Tesco customers. The campaign highlights this in a fun way and demonstrates the extra value Club Card can deliver to our customers.”
WDMP chief executive Gavin Wheeler added: “The creative strategy we have developed addresses the low awareness amongst Clubcard members that they can get great discounts on car insurance too. The campaign also retains the powerful Tesco queues that customers are familiar with whilst introducing a distinct look and feel for Tesco Bank’s own specific proposition which lends itself well to integrated delivery.”
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