Hong Kong – Tesco Lotus launches a holistic integrated campaign in celebration of the arrival of the new Tesco Lotus ‘Club Card’, and it is thanks to Leo Burnett Bangkok. The campaign created by the agency expresses Tesco Lotus’s appreciation to its existing customers for their loyalty, marking another bold strategic step beyond the usual ‘price tag’ messaging adopted by other hypermarkets. This reinforces Tesco Lotus’s leadership commitment to help Thais save money on every day necessities.
The creative inspiration behind the campaign, “The worthwhile thank you”, stems from understanding Thai society wherein customers feel thankful when a company shows that they genuinely recognize their values, and treats them accordingly. Thai customers also want to feel exclusive, rewarded, and appreciated for their loyalty.
Club Card will allow customers to save more money with each shopping trip, by collecting points that will earn them numerous benefits, such as cash coupons, and discounts on daily necessities.
The television campaign, consisting of one 45-second spot, and two shorter edits, takes a light-hearted and emotionally engaging approach.
“As this is the first time we launch the club card, we wanted to take the humankind approach to turn the product’s benefits into customer benefits.” said On-Usa Lamliengpol, Chief Executive Officer, Leo Burnett Bangkok. “We show the customers’ excitement, and eventual delight upon realizing that Tesco Lotus is there to help them save even more during these tough times.”
Leo Burnett Bangkok extends the message via a print and radio campaign that tie in with the television commercials, as well as bus shelters, bus body wraps, point of sales materials, and online.
Tesco Lotus is the no.1 hypermarket in Thailand. Their creative work with Leo Burnett aims to reframe values for customers that will earn their lifetime satisfaction and loyalty.
