Tesco Bank Ireland Launches TV Ad

Tesco Bank is returning to TV this week in Ireland with a new ad campaign for its Home Insurance. The ad, developed by Tesco Bank’s agency WDMP, is a 20 second DRTV commercial which will be aired across terrestrial and satellite channels during the daytime.

 

Aimed exclusively at Tesco Club card holders, the campaign offers members a special discount of a third off Home Insurance for new customers. The ad is the first TV campaign from Tesco Bank in Ireland that features its Home Insurance offering and is part of a wider strategy to raise awareness of the special deals and services from Tesco Bank available to Tesco Clubcard holders and to reward their loyalty.
 

The ad builds on Tesco’s well known branding and advertising style to bring the familiarity and reassurance of the Tesco supermarket brand. The distinctive Tesco Bank spin stands out and is very different to other Home Insurance ad campaigns currently seen in Ireland.

WDMP has taken Tesco’s memorable red circle ‘Ping’ device displaying the offer, which appears floating across a flooded kitchen, along with a range of kitchen accessories. The iconic Tesco ladybirds, which also feature in the Tesco sponsorship identity for Coronation Street in Ireland, have been animated and are seen rowing across the water on the side of a Tesco recyclable shopping bag.
 

The ad features Tesco’s distinctive mnemonic musical theme with voice over from Irish national treasure, Marty Whelan, who opens with Tesco’s tagline, ‘protect your home from the unexpected’ and the call to action, directing viewers to the free quote telephone number and website address.

WDMP was appointed by Tesco Bank in 2011 as its below the line partner across its entire product range focusing on customer communications, retention, upgrade and cross sell. 
 

Claire Moyles, Head of Customer Communications at Tesco Bank comments, “Tesco Bank is all about providing great value to our loyal Tesco customers. The ad highlights this in a fun way while letting customers know we have a great offer for them.” 
 

Gavin Wheeler, CEO of WDMP adds, “The creative strategy we have developed addresses the low awareness amongst Clubcard members that they can get great discounts on Home Insurance too.  The campaign retains the powerful Tesco queues that customers are familiar with whilst introducing a distinct look and feel for Tesco Bank’s own specific Home Insurance proposition.”

Credits

Creative team: Carlo Reale, 
Senior Art Director and Stewart Allan, 
Senior Copywriter
Account team: Jon Ball, 
Director: Martin Allan, 
Production Company: Luma