Asda pumps fuel data to get motorists to the forecourt

Asda has become the first supermarket brand to sign up for Posterscope’s “Ecos Now” programmatic platform to drive awareness of where it supplies the cheapest fuel prices across the UK.

It is claimed the scheme, which launched last month, enables the planning, purchase and activation of digital campaigns in near real-time, but only when it is going to have most impact.

For Asda, promoting fuel prices is more important than ever given the UK’s staycation boom under Covid-19, which has seen the population take to the roads to popular domestic holiday destinations.

Working in collaboration with media agency Spark Foundry, Ecos Now enabkes Asda to purchase key digital sites close to its fuel stations within a matter of minutes using fuel card data, which validates where the brand has the cheapest price in the local area compared with competitors Tesco, Sainsbury’s and Morrisons.

Posterscope planning and buying director Dan Bayford said: “This campaign continues to outline how programmatic activation is not only breathing new life into the out of home medium but also aiding its recovery following the recent slump caused by Covid.

“It also supports our belief that, given the correct context, programmatic can be additive and effective in driving not only a new way of thinking and activation for clients but also drive different types of campaigns and budgets into the sector.

“Our platform is enabling clients to push different ideas but continues to ensure everything is results driven, and not just innovation, for innovation sake.”

Spark Foundry business director Chalya Deverill added: “The right application of data and targeting precision represents a new dawn for digital out of home and has the ability to affect behavioural change. In this case, the campaign effectively uses fuel card data to provide users with relevant messaging at the very time that a shift in behaviour is required.”