By Ellen Ormesher | Senior Reporter

March 16, 2023 | 2 min read

Bespoke messages are directed at Dubliners to guide them to a store that’s off the beaten track.

Charlemont Square is a new Dublin development, in a neighborhood with lots of footfall. But the team behind the campaign was concerned that the new Tesco store was a little hard to find.

As Tesco Ireland marketing director Cathal Deavy explained: “We are really proud of our new Charlemont Square store and because we are a little tucked away, we wanted to have some fun with the challenge of letting our customers know exactly where we are.”

Created by BBH Dublin, the campaign uses a traditional 48-sheet poster and projects onto it. With a copywriter on hand manning the keyboard, bespoke messages are sent via the billboard to unsuspecting passersby.

Each message is personally tailored while pointing out the Tesco Express store close by.

Sam Caren, creative lead at BBH Dublin said: “First impressions are important and they say you only get to make one. With this approach, we get to make an impactful impression, multiple times, on multiple people and have a ton of fun doing it while answering the brief of letting people know the new store’s location. Just because something is functional and hard-working doesn’t mean it has to be boring.”

Creative Creative Works Tesco

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