Harvest Digital develops post-Christmas prize draw promotion
LONDON, 5 January 2004 Tesco is running an online marketing campaign between Christmas and the New Year. Conceived and executed by online marketing agency Harvest Digital, the campaign promotes six financial products from Tesco including credit cards, insurance and its new mortgage product. Banners with seasonal messaging encourage people to get themselves and their finances into shape after Christmas and click through to enter a prize draw to win a spa break.
With creative featuring Christmas puddings, huge turkeys and an ‘out of shape’ banner the promotion is designed to appeal to both men and women and raise awareness of the range of Tesco Personal Finance products, as well as capturing data. The campaign will have significant coverage on MSN, including hotmail and MSN Messenger, AOL and Yahoo!
Mike Teasdale, Creative Partner at Harvest Digital explained ‘Given that many people overspend and overeat at Christmas we designed a campaign showing how Tesco’s financial products can get you and your finances back into shape. We aim to tap into people’s New Year resolve and target them early with media planned to make a big impact.’
Entrants could win one of ten vitality breaks for two at the top four Champneys Health Resorts across the UK, including an overnight stay and treatments. From the banners, customers click through to a Tesco microsite and enter their name and email address, which generates a thank you page featuring products details. This is followed by a thank you email. After the draw is made in January, a second wave of email marketing will remind the entrants of the financial products available from Tesco.
About Tesco Financial Products
Tesco Personal Finance, the financial services arm of the UK's number one supermarket chain, was launched in July 1997 and offers a combination of Internet, supermarket and telephone banking. Tesco Personal Finance now has over 4.2 million customer accounts and provides a range of low cost, value for money financial services. It is a joint venture between Tesco Stores PLC and The Royal Bank of Scotland Group plc. Tesco Personal Finance Ltd. Registered in Scotland No 173199.Registered Office 42 St Andrew Square Edinburgh
About Harvest Digital
Harvest Digital was formed in 2001 as a full-service online marketing agency specialising in data-driven, commercially modelled customer acquisition and retention programmes. The company is privately owned by staff, and the three agency principles, Mike Teasdale, William Corke and Emma Wilson, have backgrounds in Online marketing, Direct marketing, Media, Advertising and Sales Promotion.
Based in Soho, Harvest’s clients include Tesco Personal Finance, Norwich Union, Autotrader, 3M UK, United Biscuits and deal4free.com (CMC Group plc).
For further information please contact:
d: 020 7479 7500
d: 020 7479 7502
Published on: 12:00AM on 5th January 2005