Asda is supporting the launch of its new loyalty programme with a multi-channel campaign titled ‘Pounds, Not Points’.
The ‘gamified’ ad, created by agency Havas London and media firm Spark Foundry, intends to highlight that shoppers using Asda Rewards earn money when shopping instead of points.
Launching in 633 stores across the UK and online, the new rewards programme allows consumers to build up a ‘Cashpot’ by scanning their app as they check out.
The accompanying spot has a ‘heavy gaming influence’ and sees an Asda store become a video game setting in which shoppers zap coins to boost their ‘Cashpots’. Mobile ads of the same theme will also feature feature Asda-designed games inspired by Tetris and Word Life.
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“Who knew being rewarded for doing your shopping was this much fun? It’s a bit bleak out there, and Asda Rewards couldn’t have come at a better time,” Havas London chief creative officer, Vicki Maguire, said.
“We wanted to capture the playful dynamics, like in-app missions and the hunt for Star Buys, that help Asda customers feel like winners every time they shop – offering an antidote to all the doom and gloom. Game on.”
The multi-channel campaign will also roll out via social, out-of-home (OOH) and radio platforms.
Asda senior director for loyalty, Mark Baxter, added: “We’re incredibly excited to be able to give all our customers access to Asda Rewards across the UK so they can start to earn Rewards & build their Cashpot. We know that times are tough for families right now, so its great to be able to reward them for simply shopping with us”
