Tesco Bank launches Clubcard Pay+ campaign with first television advert in 7 years
Tesco Bank has released an integrated campaign, its first in seven years, to promote its Clubcard Pay+ initiative.
Tesco Bank is boosting its offering through its Clubcard Pay+ scheme.
Clubcard Pay+ is a way for shoppers to pay, save and pick up Clubcard points when shopping both in and outside of Tesco.
The spot to encourage sign-ups was created by long-time creative agency Bartle Bogle Hegarty. It was inspired by situations that illustrate everyday life, but also further seeks to highlight the value shoppers can get from Tesco Bank’s expertise in retail and finance.
Scenarios include a customer purchasing a train ticket and receiving a bonus head of broccoli, and a family enjoying a night of bowling with a watermelon, to the soundtrack of Cilla Black’s Surprise Surprise.
The campaign launches as Tesco pushes to build its network of Clubcard users, which now underpins a significant push into retail media and the promise to help brands understand the buying behavior of Tesco customers, target ads and shape new product launches.
In March 2021 it enticed more customers to Clubcard with an Aldi Price Match strategy and upped the Clubcard-only discounts on offer. Since then almost 45,000 accounts have been opened, with more than £24m of transactions made.
This latest campaign is running on on-demand streaming channels, out-of-home (OOH) billboards, Tesco and Tesco Bank’s websites, social media channels and in Tesco stores. The bank’s PR activity is being supported by its new consumer agency Teamspirit, which it appointed in the summer of 2021.
Sigga Sigurdardottir, chief customer officer at Tesco Bank, said of the campaign: “It’s exciting to start 2022 with the official launch of Tesco Clubcard Pay+, which is a clear demonstration of Tesco Bank’s strategy to focus on products which closely align to the needs of Tesco shoppers.
“We’re incredibly proud to be bringing together leading-edge thinking in retail, banking and financial technology to deliver something truly unique for our shoppers, and this is reflected in our integrated campaign approach. We really want to showcase how customers go about their day-to-day lives and highlight the role we can play. In the advert, we’ve purposefully placed Clubcard Pay+ in real, everyday life moments which customers can relate to, encouraging them to consider the product as something they can use when shopping in and out of Tesco.”
