The Challenge
Historically, Tesco鈥檚 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 鈥楾eam Audio鈥� won Tesco鈥檚 Hackathon with a brief to showcase Tesco鈥檚 鈥楲ittle Helps鈥� 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鈥檚 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
- 鈥楲ittle Help鈥檚 day鈥� : Presenter endorsement and giveaways
- Pre-promote and live reads
- Co-branded digital pages
- Regional Trails & Social