Tesco has joined forces with Vauxhall to deliver a new programme of services provided through the Tesco Media & Insight Platform, powered by dunnhumby.
Through the deal, Tesco Media & Insight Platform will support Vauxhall to refine and better target its advertising to customers interested in electric vehicles, promoting Vauxhall products through channels within the Tesco Media & Insight portfolio, including social, digital, and connected TV, as well as in-store radio and Tesco Magazine.
The deal will also see charge points operated in car parks at Tesco stores Vauxhall-branded, as a further strand to the manufacturer’s Electric Streets campaign.
It will cover a total of 2,700 EV charging bays across 619 Tesco stores nationwide, with 12 months’ free EV charging credit at Tesco stores offered to anyone buying a new Vauxhall electric vehicle.
Vauxhall promotion will also be seen on a total of 619 charging units which have integrated media screens.
Creative and messaging will be adapted each month, ensuring a fresh, multi-channel, multi-sensory approach throughout, and offers from Vauxhall tailored to be relevant to Tesco customers.
Simon Lonsdale, media strategy director at Tesco Media & Insight Platform, explained: “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.”
Phil Douglass, marketing director, Vauxhall Motors, added: “We see a clear opportunity to harness the power of Tesco’s own channels to convey our messages to audiences across the UK to give consumers confidence.
“We’re committed to electrifying Britain and helping motorists make the switch to electric with confidence. As part of our Electric Streets initiative, we are working to make sustainable electric mobility accessible for all. There is an excellent synergy with our Electric Streets initiative through which we are offering 12 months’ free charging at Tesco stores to all new EV customers.”
Through Electric Streets, Vauxhall aims to improve access to electric vehicle (EV) charging resources across the UK, particularly for those households without off-street parking. The strategy involves collaboration with charge point operators and local councils to accelerate the installation of on-street residential charging nationwide.
