Tesco has struck a major deal with car maker Vauxhall for a new retail media marketing initiative.
The supermarket’s Media & Insight Platform, which is operated in conjunction with its dunnhumby data science unit, will support Vauxhall in targeting its advertising to consumers who are interested in electric vehicles. This will be achieved by promoting Vauxhall products through Tesco’s social, digital, and connected TV channels, as well as in-store radio and its magazine.
Over 2,700 electric vehicle charge points operated across 619 Tesco store car parks will also be Vauxhall-branded, with advertising running on integrated media screens. In addition, 12 months’ free EV charging credit at Tesco stores will be offered to anyone buying a new Vauxhall electric vehicle.
Simon Lonsdale, Media Strategy Director at Tesco Media & Insight Platform, said: “What retail media can offer brands is truly unique and we’re delighted to partner with Vauxhall to help them deliver the right advertising to the right customers in a strategic way.
“Tesco has the largest network of EV charge points of all UK retailers and so it’s a perfect fit to support Vauxhall with their ambition to make electric vehicles more accessible. We look forward to demonstrating how Tesco Media & Insight can help all brands showcase their offerings in new and innovative ways.”
NAM Implications:
- A very visible and high-profile demonstration of Tesco retail media opportunities…
- …that has to make a big impression on brand leaders wishing to access Tesco traffic.
- A pointer for retail rivals…
