Direct Marketing & Digital Marketing Agency - Ashley Bolser Agency

News From August 2006

Ashley Bolser Agency launches Asda’s Credit/Store Card Campaigns

Two new promotional campaigns for supermarket chain ASDA extends financial services brand.
The brand new ASDA promotion executed and fulfilled by marketing agency Ashley Bolser Agency sets to offer a two pence saving on every litre of petrol, LPG or diesel purchased at an ASDA petrol station using the ASDA credit or store card. Industry analysts have expressed surprise at the extent of the supermarket reductions. Ruth Bridger, a petrol price analyst for the AA Motoring Trust, said: “If supermarkets are undercutting the wholesale price, it will be very difficult for the independents to match that.”
Gev Lynott, ASDA’s director of financial services, says: “Slashing the cost of petrol and diesel is just one of the ways in which we are working hard to improve our credit card offer at a time when other providers are cutting back on theirs. At ASDA we’re aiming to offer our customers even more value from our financial services products.”

The second of the ASDA promotions sees free delivery on all asda.com grocery orders when purchased online with an ASDA credit or store card, saving the customer up to £3.95 each time.

Ashley Bolser Agency has created the email campaign, banner ads, direct mail and the ‘in-store’ promotional flyers.
ASDA Financial Services has already signed up a million customers to its insurance, credit cards and child trust funds - but ASDA wants to grow this. "We've already opened over 1 million ASDA financial services accounts and saved customers literally millions of pounds in lower insurance premiums and ASDA reward vouchers. We are looking to give these benefits to many more customers as word gets around about the excellent value and great service supermarkets are bringing to financial services," says ASDA’s Gev Lynott. Forty-three year old Lynott joined ASDA three years ago from M&S. Since then, he has launched an ASDA credit card, a storecard, a full insurance range and a growing Child Trust Fund scheme.The supermarket has even started selling houses, charging one per cent commission - far less than a many estate agents’ standard rate. It's an attitude that sums up ASDA's approach. "We launched life insurance, brought the rates down by 10 per cent and people had to follow us," says Lynott. This summer, ASDA slashed life protection prices to just £5 a month on some policies.
The ASDA Credit Card is provided by GE Money.

Posted by Richard Carter on 23rd August 2006