Tesco is using AI to offer customers hyper-personalised video messages, with celebrities acting as spokespeople for community projects, as part of its Tesco Stronger Starts initiative.
Developed by creative communications group DRPG, the new platform allows customers to make videos featuring Olympic gold medallist and former heptathlete Dame Jessica Ennis-Hill. The British track star will act as a spokesperson for the projects, delivering unique messaging which is personalised to each customer.
The video technology, which creates a hyper-realistic avatar of Jessica Ennis-Hill, comes as part of the supermarket’s ‘Stronger Starts’ campaign which supports a range of local projects focused on food security, children and young people.
The new AI campaign has been designed to encourage customers to vote for their chosen local charity or community group using Tesco’s in-store ‘blue token’ method, with the personalised video experience allowing consumers to focus in on their personal connection to the causes.
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It works by allowing users to select from a list of local children’s groups who are part of the current ‘Tesco Stronger Starts’ voting round and give their reason for selecting that group.
AI technology then creates a video starring a Jessica Ennis-Hill avatar, who mentions customers by name and explains why their vote is going to a good cause. Consumers can then upload the video to their social channels to garner further support.
Tesco’s move comes amid an increasing trend towards AI influencers, with advertisers increasingly drawing on the relatability of celebrities to garner interest.
DRPG head of creative Martin McKean said: “We’re entering a brave new world of hyper-personalisation in communications and advertising where a film is no longer something you just watch – your customers and employees can become part of the story. The possibilities are limitless.”
Tesco UK marketing director Murray Bisschop added: “We’re really excited about this campaign, and we hope it encourages even more customers to vote with their blue token and support the local causes that matter to them.”
“Tesco Stronger Starts is all about giving children across the UK a stronger start in life, by helping fund healthy food and activities that can improve their physical health and mental wellbeing – from breakfast clubs to playground equipment, and football kits to gardening classes.”
‘Tesco Stronger Starts’ wider social campaign is supported by BBH. The new AI tool will be rolled out across social and email, with influencers demonstrating how it works.
