Tesco Clubcard has been named as the official national partner of Bauer Media’s Hits Radio Drive as well as the first-ever sponsor of the station’s ‘Make Me a Winner’ prize competition.
The move will see the retailer’s iconic loyalty programme become the headline partner of Hits Radio’s popular 4-7pm home time slot, which currently enjoys a meaty audience of 7 million weekly listeners.
Brokered by media agency EssenceMediacom, the deal also involves a sponsorship of Hits Radio’s flagship prize competition Make Me a Winner, which offers listeners of several Bauer-owned stations including Absolute Radio, KISS and Magic the chance to win ‘life-changing’ amounts of money.
“It’s brilliant to see how our teams work so creatively and collaboratively with our partners; this time with Tesco and EssenceMediaCom to create a brand-new media-first offering with Make Me A Winner,” Bauer Media Advertising managing director, Simon Kilby said.
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“Aligning seamlessly with Tesco’s wider marketing campaign, this sponsorship highlights the power of audio – proving how radio can be used to support TV activity as well as work on its own to engage directly with audiences to surprise, delight and create cultural moments.”
Clubcard’s partnership with the competition will activate at the end of each month when customers are most hard-pressed, with the retailer set to reward a number of entrants with exclusive Clubcard offers and prizes.
Amplified via social media, the campaign will build on Clubcard’s ‘I’ve got the Power; brand platform.
Tesco UK marketing director, Murray Bisschop added: “We are delighted that Tesco Clubcard will be the official national partner of Hits Radio Drive, increasing awareness of the great prices and benefits offered with Clubcard while listeners ease into their evenings.”
“With a Tesco Clubcard our customers can feel the power to lower prices, and partnering with Bauer on the Make Me A Winner competition means we’ll also be sharing some exclusive Clubcard offers prizes with some lucky winners.”
