Experiential, film, digital, social

 

We helped spread some much-needed Tesco love in the middle of the retailer’s most challenging twelve months; delivering a world first in retail.

 

On the evening of 12th February 2015, shoppers arrived at a Tesco Extra Store in Baldock Hertfordshire, to discover a giant interactive 3D projection across the listed building’s façade. A rose vine twisted and curled, growing until it covered the entire store.

 

Shoppers were invited to tweet valentine’s messages to loved ones and friends; each message appearing in real time at the centre of an unfurling rose bud on the projection. As more and more messages were tweeted, the vine filled with dozens and dozens of roses – each displaying a message of love from a Tesco shopper.

 

Shopper’s reactions were captured on film; the action then edited overnight to create a 90 second film that was released on social media channels at 9am the following morning (February 13th) – perfectly timed to capitalise on the pre-Valentine’s Day social media frenzy.

 

Just 48 hours later, the film had already been viewed 4.2 million times; more than the retailer’s previous big-budget Christmas commercial.

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Award

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POPAI: GOLD – Best campaign