Britain’s leading supermarket chain, Tesco PLC, offered a massive 50% discount on selected cheese and cheese boards in the run up to Christmas. To communicate this helping hand for cash-strapped consumers, Tesco selected atmAd as part of a wider multi-media campaign to engage with its shoppers.
AtmAd, which exclusively operates a UK wide digital advertising opportunity on more than 7,000 ATM screens, ran the campaign nationally for two weeks in December. The campaign was featured on over 450 ATMs, engaging over 3.8 million Tesco shoppers at Tesco Extras and Superstores. With 80% of shoppers visiting a cash machine before entering the stores, atmAd was a natural fit for this campaign.
Tesco also opted to utilise atmAd’s unique On Screen Question functionality to ask “Do you buy your cheese from Tesco?” This proved to be hugely successful with over 470,000 individual responses with the majority voting ‘Yes’. The first week alone saw a 25% year on year sales increase, indicating that more and more people are indeed opting to purchase their cheese from Tesco.
Tim Hufford, Head of Sales and Marketing, atmAd, commented:
"atmAd continues to work closely with Tesco to deliver not only greater value for the Tesco shopper, but at the same time delivering a deeper engagement with the Tesco shopper before they go in store. This ultimately manifests itself in much stronger results both for the relevant product, but also the category."