TESCO: LETTER TO SANTA

TESCO: LETTER TO SANTA

Tesco

2016

BRIEF

For Christmas 2016 Tesco Clubcard wanted to organize an in-store Christmas event in 4 countries — Czech, Poland, Slovak, Hungary. The goal was to reward Tesco Clubcard loyal customers and create a big buzz about it.

JOURNEY INSIGHT

As kids, we are so excited about Santa coming. When we grow up, we get stressed with all that Christmas fuss as we are the ones who need to arrange everything — including the Santa. We decided to bring the excitement back and surprise the adults with a real-life Christmas fairytale.

IDEA AND EXECUTION

At Tesco stores, at the peak of Christmas shopping craze our team picked the most appropriate representatives of our target audience (families with children) and offered them to write 'a letter to Santa' - a wish list we all know well how to do. Hostesses slightly guided the people so to let them think of items actually sold in Tesco.

Our team monitored the interaction between our lucky targets and the hostesses so to get all the presents ready and wrapped. As the lucky customers were leaving the shop, balloons, music and petards announced the big surprise and our Christmas team on behalf of Tesco presented them nicely wrapped parcels containing just what people wished for a mere half an hour ago. Ta-da! People were very surprised and really touched. The documented event gave us rich material for a series of letter to Santa' videos that quickly gained popularity on digital channels.

RESULTS

Tesco videos run on-line till these days. All videos have several million views. (Facebook views 3 116 583, Youtube views 2 414 264). People were positively surprised and we have positive feedback across countries.