THE BRIEF

To get the current (predominantly female) audience to use their ASDA card more often and encourage more men to apply for an ASDA card. We wanted to use Scotland as a test bed for the concept.

THE SOLUTION

An integrated campaign in store and at petrol stations, using GEORGE vouchers as the incentive. We also communicated to customers via their ASDA card statements.

THE OUTCOME

More spend, more often! Now rolling out across the chain.

THE KEY POINT

Everyone likes money off petrol because it’s so expensive and such a large part of any family budget. Tapping into this singular insight almost guaranteed success.