Tesco’s price comparison site, Tescocompare.com, is launching a new ad campaign that demonstrates it pays to keep things simple when it comes to finding the best deals on products and services.
The integrated campaign, developed by WDMP, features a mix of press inserts for national press, posters on bus rears, rail and roadside and a radio commercial which will be broadcast across regional stations throughout the North-West, Midlands and South-East.
The idea behind the campaign was to show that Tesco Compare has differentiated itself from its competitors not by using gimmicks, but by focusing on providing a quick and easy way for its customers to compare deals on car and home insurance, utilities, money and travel and providing them with the best service.
Tesco Compare won the Personal Finance “Best Price Comparison Site” award for both 2013 and 2014.
The creative execution mirrors the Tesco theme with a clean background, bold purple text and uses the strong Tesco Compare messaging “We’ve made things simple”. The campaign illustration reflects the focus on car and home insurance.
The ads explain the comparison sites useful search facility which allows customers to search on product feature as well as price, and the call to action drives the reader directly to the site to try out the service.
The radio commercial continues on the simple messaging, with no music or jingles, just an voiceover describing the service that Tesco Compare has created to help its customers. The call to action also drives customers to the site.
Tesco Compare head of marketing Claire Benson said: “Tesco Compare is all about providing our customers with a simple way to compare quickly and easily – from home and car insurance to utilities, holidays and much more. WDMP has created a campaign which highlights in a really smart way that keeping things simple and understated has worked and has allowed us to focus on delivering value to our customers.”
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