The Challenge

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

The Insight

THE IDEA

A media first: The audio market came together to celebrate the great work Tesco does across the nation, on Little Helps Day, aligning to Random Acts Of Kindness Day: 17th Feb.

National reach and local relevance of the three radio partners brought to life the human stories behind Tesco’s big numbers, driving emotional engagement and trust:

Featuring local beneficiaries. Encouraging listeners to nominate a special individual or community project who deserved a little help.

THE EXECUTION

• ‘Little Help’s day’ : Presenter endorsement and giveaways
• Pre-promote and live reads
• Co-branded digital pages
• Regional Trails & Social