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Asda Rewards: Pounds, Not Points
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Supermarket Asda has recently rolled out its new loyalty programme, Asda Rewards, to all its 633 stores across the UK and online via its Asda.com website. The launch – the largest of its kind in the past decade – is supported by a major new advertising campaign from creative agency Havas London and media agency Spark Foundry, which runs until the end of the year. The campaign is inspired by the fact that shoppers using Asda Rewards earn pounds, not points – building up a Cashpot by simply scanning their app when they check out, completing in-app missions (such as the ‘Back to School’ mission, where customers receive £5 into their Cashpots when they spend £25 on George school uniform), and purchasing any of more than 400 ‘Star Products’.At the heart of the campaign is a heavy gaming influence, based on the concept of taking rewards to the next level and the thrill of being a thrifty shopper. A 32-bit arcade game-inspired TVC sees an Asda store ‘gamified’, as shoppers zap coins, complete with retro sound effects, to boost their Cashpots; while playable mobile ads feature Asda-designed games inspired by titles including Tetris and Word Life. The multi-channel campaign also spans social, OOH, and radio.
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