With December just days away and Christmas trees and lights already appearing across the country, Asda is marking the final countdown with another ad and a media first with Trinity Mirror.
Ever since it fired the first shot in the Christmas advertising war at the turn of the month, the supermarket has been trying to push home the advantage with its humourous over heart-tugging brand of marketing.
The latest manifestation of this tactic is shown in a VCCP-created ad that many viewers will likely identify with over the coming weeks. It features a young family full of seasonal cheer driving home in a family saloon that’s completely adorned with festive lights to Europe’s ‘The Final Countdown’ track. As the song reaches the crescendo, it’s revealed that the Christmas lighshow isn’t just restricted to the car, the family’s whole house is decked in lights too.
That fun approach to Christmas is being adapted for Trinity Mirror’s online presence in the form homepage takeovers for the publisher’s regional desktop and mobile sites. For the first time, the media owner will feature a hashtag on its online mastheads that are decorated with Christmas lights.
”Working with Trinity Mirror Solution’s regional titles allows us to be hyperlocal, targeted and reach the audience we want to communicate with this holiday season,” said Tara Burnside, digital media executive at Asda.
“We’ve worked closely with the team to create a campaign that compliments the rest of our marketing efforts whilst being completely bespoke. We are delighted to be the first brand that has had their hashtag included in the iconic Mirror masthead.”
Asda’s media agency Carat brokered the deal with Trinity Mirror.