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