The campaign featured on TV making the BBCs 1 oclock news with press articles amp online videos including the BBC Guardian Telegraph and Mail Crucially sentiment was almost entirely positive with 92 of online conversations about the campaign being favourable ID: 629286
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Tesco
Tesco.com
Results
The participation-led DOOH strategy achieved 22,318 interactions, with the average shopper engagement time being 4.6 minutes.The campaign featured on TV, making the BBC’s 1 o’clock news, with press articles & online videos including the BBC, Guardian, Telegraph and Mail. Crucially, sentiment was almost entirely positive – with 92% of online conversations about the campaign being favourable.
Solution
Digital OOH was used in airport
departure areas to direct people to a fully staffed Tesco.com zone in the departures lounge, featuring four “virtual fridges”.Consumers were offered the opportunity to make use of their average 90 minute wait time, by simply downloading the app and using our interactive virtual fridges to select from popular groceries. Each item featured a barcode that could be scanned by the users’ smartphone and added to their shopping basket, ready for delivery upon their return to the UK.
Challenge
Tesco had previously launched the world’s first “virtual store” in South Korea, a pioneering innovation which allowed commuters to shop in subways by pointing their mobile phones at posters
.Tesco.com wanted to trial a similar, ground-breaking concept in the UK, with the objective of delivering a service which was truly helpful to users – and which would generate significant earned media value.