Tesco ‘Come Home To A Full Fridge’

Rapport used interactive Digital OOH to educate our audience about the benefits of m-commerce in the UK grocery sector, helping to position Tesco.com as a digital thought-leader and innovator – and a champion of consumer convenience.

The Challenge

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.

Our Solution

The activation idea focused on making holiday-makers return to the UK less stressful.

Rapport found that 66% of flyers would be interested in ordering groceries while at the airport – for delivery when they returned from holiday!

The “Come Home to a Full Fridge” concept was born – aimed at busy families going away during the school summer holidays.

Digital OOH was used in airport check-in areas to direct people to a fully staffed Tesco.com zone in the departures lounge, featuring four “virtual fridges” powered by interactive touchscreens.

Consumers were offered the opportunity to make use of their average 90 minute wait time, by simply downloading the app and using our interactive virtual fridges to select from 80 popular grocery essentials. Each item featured a relevant barcode that could be scanned by the users’ smartphone and added to their shopping basket, ready for delivery upon their return to the UK.

Results

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.

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