Promohire was approached by experiential marketing agency N20 to help deliver a very special activation for their client Tesco. Supporting a new advertising campaign for the brand which celebrated its 100th anniversary, this activation built further on the campaign rationale of highlighting the supermarket’s history in offering its customers great value throughout the decades.
The full campaign spanned TV, out of home, print, radio,social and digital, and this activation took the message out with a Centenary bus tour. Travelling to 19 Tesco locations, the tour promoted ‘Prices that take you back’ and featured a variety of different activities including giveaways. It wasn’t complete without a few throwback cultural references from the last few decades, and the activation also included characters from the TV advert such as 70’s roller girl and Mr Blobby.
The 19 locations were covered within a 3-week period during January, and Promohire provided a full logistics service to ensure the busy schedule remained on track. From a brand production perspective, we wrapped the bus in Tesco’s recognisable brand and campaign livery – you couldn’t miss it at the store entrance…!
Brand ambassadors were based at the vehicle to amplify the overarching message that Tesco offers great prices on popular products, particularly during this anniversary month. The inside of the vehicle provided perfect storage for giveaways, discount vouchers and treats. What a great way to put a smile on customers faces during the drabbest of months!
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