Shaken & Stirred - Influential Brand Profiling and Positioning

Building awareness of the special deals Tesco Club Card holders can get from Tesco Bank

Tesco Bank is returning to TV with a new ad campaign for its Car Insurance. The ad, developed by Tesco Bank’s agency WDMP, is a 30 second commercial which will be aired across terrestrial and satellite channels.

Aimed exclusively at Tesco Club Card 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 Tesco Club Card’s 16 million card holders and to reward their loyalty.

This is the first TV campaign from Tesco Bank for 12 months and it builds on Tesco’s well known branding and advertising style to bring the familiarity and reassurance of the Tesco supermarket brand, whilst putting a distinctive Tesco Bank spin on the ad.  WDMP has taken Tesco’s memorable red circle ‘Ping’ device and adapted it as a giant red ‘Ping’ that actually appears on car roofs as Club Card members buy Tesco car insurance, highlighting the 30% discount. It also features Tesco’s distinctive mnemonic musical theme and the pay-off ‘Every Little Helps’.

The campaign is supported by extensive integrated activity including DRTV, national press, digital, email and DM to drive Club Card members online.   Customers will be able to access an immediate personalised quote by entering their membership number. Media agency Initiative has negotiated innovative press space creating full page take-overs with the giant ‘Ping’.

WDMP was appointed by Tesco Bank last year as its below the line partner across its entire product range focusing on customer communications, retention, upgrade and cross sell.

Claire Moyles, Head of Customer Communications at Tesco Bank comments, “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.”

Gavin Wheeler, CEO of WDMP adds, “The creative strategy we have developed addresses the low awareness amongst Club Card 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.”

About WDMP:

WDMP is an independent direct response and relationship marketing agency, established in 2002, which creates solutions through a variety of planning interrogation and insight, along with vigorous use of data. Its ideas are realised through any direct channel. And it does this to drive consumer engagement that delivers real and measurable customer value for its clients. In other words, it has one big obsession… delivering the numbers.

Which is exactly what it does for a number of major brands including Tesco Bank, Gaggia, Philips, Avent, Freeview, Monarch Airlines, Companies House, Carbon Trust and NatCen.  WDMP was shortlisted in the Marketing Week Engage Awards for its work on Tesco Bank Pet Insurance, was Highly Commended in the Marketing Society Awards for Excellence for its work with Philips Avent and has now been shortlisted for its Carbon Trust campaign by B2B Marketing magazine.


Leave a Comment