Client: Tesco
Tesco Clubcard turned Britain’s Got Talent into Britain’s Got Points. Viewers earned 500 Clubcard points every time they voted, announced live by Ant and Dec, while dynamic OOH screens brought live tallies, flashing points, countdowns, and playful animations to the streets. From TV to press, social, retail, and a wrapped bus tour, every channel joined the show, making the nation’s favourite talent contest a loyalty playground. By turning applause into rewards, everyday viewers became active participants, and Tesco made Clubcard impossible to ignore. The result: over 7 million Clubcard points redeemed via the voting mechanic, 2% penetration growth among under-engaged Clubcard members, and a cross-channel campaign that reached 97% of the nation, 13 times over.
