This week Tesco Compare launches a new above the line campaign that demonstrates it is best to keep things simple when it comes to finding the best deals on products and services. The integrated campaign, which has been developed by WDMP, @curiousWDMP features a mix of press inserts for National Press, Out of Home which will run 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.
Our latest #Tesco Compare campaign, providing customers with a simple way to compare quickly & easily on @TheDrum http://t.co/1KsgJC50ev
— WDMP (@curiousWDMP) April 1, 2014
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. In doing so, Tesco Compare won the Personal Finance ‘Best Price Comparison Site’ award for both 2013 and 2014 – proving that its approach works.
The campaign creative follows 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 honest voice over describing the service that Tesco Compare has created to help its customers and what it has learned from it – enabling it to provide an award winning comparison site. The call to action as part of the ad also drives customers to the site.
Claire Benson, Head of Marketing at Tesco Compare comments, “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.”
Gavin Wheeler, CEO of WDMP adds, “The creative strategy we have developed delivers Tesco Compares’ messaging in a simple but strong way.” that instantly shows why Tesco’s comparison site stands out amongst its competitors. The campaign also retains the powerful Tesco cues that customers are familiar with whilst introducing a distinct look and feel for Tesco Compares’ own specific proposition which lends itself well to integrated delivery
