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By The Drum Team, Editorial

September 13, 2012 | 2 min read

Tesco Bank has launched a new ad campaign for its Car Insurance, developed by Tesco Bank’s agency WDMP.

The 30-second ad is the first television campaign from Tesco Bank in 12 months and has aimed to build on Tesco’s well known branding and advertising style. WDMP has taken Tesco’s red circle ‘Ping’ device and adapted it as a giant red ‘Ping’ appearing on car roofs as Club Card members buy Tesco car insurance. It has also featured Tesco’s distinctive mnemonic musical theme and the pay-off ‘Every Little Helps’.

The ad, airing across terrestrial and satellite channels, has come as part of a wider strategy to raise awareness of loyalty deals from Tesco Bank available to Tesco Club Card’s 16 million card holders. It has been supported by extensive integrated activity including DRTV, national press, digital, email and DM to drive Club Card members online.

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.

Gavin Wheeler, CEO of WDMP commented: “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.”

Bank TVC Car Insurance

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