Tesco Dynamic Out-Of-Home

For as long as there’s been digital outdoor, there has been a push towards the benefits of motion over static and localised vs generic content. However, there’s often a cost - not just budgetary - but also in time and complexity of a campaign that’s often already up against it to deliver on time.

Working with the head of digital at JCDecaux, we created a campaign to definitively show whether adding contextual data (location) and/or motion would have an impact on sales. The push from media owners has always been that the enhanced creative would perform better, but there was very little evidence at scale to support this in a clear test environment with control groups.

As part of Tesco’s Summer BBQ campaign, we ran a mixture of static and motion both with and without location-based content on the 400 digital screens outside Tesco stores for two weeks.

Using store sales data for the three month summer period around the campaign the data clearly showed an incremental increase in sales against both location and motion-based creative not just on the products being promoted, but across a whole suite of secondary ‘halo’ product groups.

The campaign results drove a greater adoption of dynamic across Tesco’s advertising. Time and location-based copy became default elements of every seasonal campaign thereafter with a huge uplift across the Christmas period.

I am incredibly proud of this work and that all it took was two people (and a couple of gin and tonics) to sit down, work out what could be done and then push forward to get it done. It’s become something that’s benefitted everyone involved - media owners, media buyers, the creative agency and most of all, our client.