Game on as Asda launches activity for new loyalty club

Asda - Pounds Not Points 1Asda is launching a new ad campaign to support the roll out of its first loyalty programme, Asda Rewards, to all its 633 stores across the UK and online via its website, claimed to be largest of its kind in the past decade.

Devised by Havas London and Spark Foundry, the campaign is inspired by the fact that shoppers using Asda Rewards earn pounds, not points – building up a cashpot by simply scanning their app when they check out, completing in-app missions and purchasing any of more than 400 “star products”.

The first mission was the recent “Back to School” initiative, for which customers receive £5 into their cashpots when they spend £25 on George school uniform.

At the heart of the campaign is a heavy gaming influence, based on the concept of taking rewards to the next level and the thrill of being a thrifty shopper.

A 32-bit arcade game-inspired TV spot sees an Asda store ‘gamified’, as shoppers zap coins, complete with retro sound effects, to boost their cashpots. Meanwhile, playable mobile ads feature Asda-designed games inspired by classic titles including Tetris and Word Life.

The multi-channel campaign also spans social, out of home, and radio and runs until the end of the year.

Asda senior director of loyalty Mark Baxter said: “We’re incredibly excited to be able to give all our customers access to Asda Rewards across the UK so they can start to earn Rewards and build their cashpot. We know that times are tough for families right now, so it’s great to be able to reward them for simply shopping with us.”

Havas London chief creative officer Vicki Maguire added: “Who knew being rewarded for doing your shopping was this much fun? It’s a bit bleak out there, and Asda Rewards couldn’t have come at a better time.

“We wanted to capture the playful dynamics, like in-app missions and the hunt for Star Buys, that help Asda customers feel like winners every time they shop – offering an antidote to all the doom and gloom. Game on.”

The Asda Rewards app has already been downloaded more than 3.9 million downloads since the trial of the app began, while users have built up over £19m in their cashpots.

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