Outdoor raises Tesco's game plan

Challenge - To achieve cut-through in the cluttered pre-Christmas retail ad market. Initiative needed to ensure Tesco's non-food trade-driving advertising was impactful and competitive.

Tesco: non-food trade-driving ads
Tesco: non-food trade-driving ads

Initiative and IPM
Media executive
Danny Donovan

Tesco wanted to deliver a campaign that had longevity, with a consistent creative style, but was also kept up to date with frequent product and price messaging.

By using Matrix, its planning tool, Initiative was able to demonstrate to Tesco that outdoor had significant value in driving coverage and increased frequency over and above the TV and press media mix.

The agency flew in the face of the media norms for grocery retailers, namely TV and national newspapers, and moved 15% of Tesco's overall Christmas budget into a long-term six-sheet campaign supporting weekly non-food promotions.

Tesco was offered category exclusivity among grocers and non-food high-street stores, guaranteeing standout that is unachievable in other media.

The same 8,000 roadside sites across the UK were bought for a six-week period, with four creatives used per week, each promoting a different deal. A bespoke site list was generated to create a mini holding for Tesco. IPM's Censys mapping tool enabled panels to be selected within three miles of the top 500 Tesco stores and ensured the ads tallied with what that store stocked.

Synovate, which monitors all Tesco's ads, concluded that response to outdoor was positive.

The key areas of "sells more than just food" and "works hard to keep prices low" both performed significantly better with outdoor than for TV and newspapers alone.

Clear Channel's campaign monitoring demonstrated purchase intent increased by 16% from pre to post for the measure of being first choice and prompted ad awareness delivered a score of 79% above
the norm.

These results helped the campaign win Best use of roadside and the Grand Prix at the Clear Channel Outdoor Planning Awards in April.

Danny Donovan Managing director, Initiative

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