Let battle commence!

 

Whilst most major retailers are fighting a Back to School price war on TV and press, Tesco have gained the advantage over their competitors by securing a category exclusive deal on a highly targeted national Outdoor campaign.

 

We have planned six pieces of copy to run across national 6 sheets, carrying essential ‘Back to School’ items such as Pens, Pritt Stick and Tipex. We are simultaneously changing copy across all sites in the second week to promote further products, thus ensuring we catch the attention of Mums up and down the country looking for the best value.

 

By using our exclusive Censys mapping system we have tailored Tesco’s campaign to support specific stores with desired copy allocations, and enabled them to actively promote their cheaper products outside competitors’ stores.

 

The inevitable need for last-minute changes in artwork has of course been factored in, meaning that poster production and despatch turn around has been made as short as possible. 

 

This shows how IPM have yet again pushed the boundaries of Outdoor to deliver the flexibility that helps Tesco make the most of our powerful medium, as we did in the Christmas 2008 campaign.

 

By Susie Redfern