Using mobile advertising to target consumers who live within a Tesco catchment area.
Tesco wanted to increase awareness and redemption of their £5 off offer, increasing basket value and driving footfall into Tesco stores. Mobile was the right strategy to promote this offer because based on weve's mobile research 68% of all consumers said that they receive just the right amount or would like to receive more messages, with the female demographic slightly more responsive to messaging than male. The top five areas that consumers are most interested in receiving messaging about are entertainment, food and drink, technology, travel and finally health and beauty.
Females between the ages of 25 - 54 were targeted based on either geographically- those living within a Tesco store catchment area- or proximity messages were sent to those with in a specified distance to a Tesco's store.
We had 39, 684 clicks (a 3%CTR).
Raising Awareness: 68% of consumers were previously unaware of the promotion.
Increasing Redemption: 35% were more likely to take advantage of the offer.
Driving Sales: 40% did, or intended to, take advantage of the offer.
*Base, those who recalled the message.