Tesco had previously launched the world’s first “virtual store” in South Korea, a pioneering innovation which allowed commuters to shop in subways by pointing their mobile phones at posters.
Tesco.com wanted to trial a similar, ground-breaking concept in the UK, with the objective of delivering a service which was truly helpful to users – and which would generate significant earned media value.
The participation-led DOOH strategy achieved 22,318 interactions, with the average shopper engagement time being 4.6 minutes.
Yet it was the overwhelming level of earned media that amplified awareness levels to a much wider audience. The campaign featured on TV, making the BBC’s One O’Clock News, with press articles & online videos including the BBC, Guardian, Telegraph and Mail. Even the technology press picked it up, with coverage in Wired and Tech Week Europe, helping position Tesco as a digital era market leader.
Crucially, sentiment was almost entirely positive – with 92% of online conversations about the campaign being favourable.