Campaign details

Brand: Tesco
Brand owner: Tesco
Lead agency: Mindshare
Country: Malaysia
Industries: Supermarkets & grocery stores
Media channels: Mobile & apps, Programmatic display, Sales promotion
Budget: Up to 500k

Executive summary

In a competitive Malaysian retail landscape, Tesco faced challenges in winning over new customers in a category driven by habits, price and location.

With an objective to increase footfall traffic, we created ROLVA (Reach Optimised Location Visitation Attribution) – a data-driven, media-optimised, online-to-offline retail solution that optimised the effectiveness of advertising campaigns by tracking footfall visits to point of interest.

ROLVA harnessed the collective power of media planning, device ID-powered audience segmentation, and compelling marketing promotions. Identifying giant users within the vicinity of selected Tesco stores, we created a campaign to entice and drive nearby competitors' consumers over to Tesco.