Historically, Tesco’s primary media channel has typically been TV and there has been some reluctance to commit budgets to creative partnerships and embrace the power of audio to authentically represent Tesco.
However, a cross-industry radio team ‘Team Audio’ won Tesco’s Hackathon with a brief to showcase Tesco’s ‘Little Helps’ to communities using audio versus the entire media marketplace.
The objectives were to:
- increase awareness
- increase trust perception
- drive customer endorsement