Penetration is king and loyalty is for the bin, right? What if actually loyalty could drive penetration?

This is the story of how Tesco did exactly that, by selling more groceries, more mobile phones and helping launch a brand new banking product, the Clubcard Pay+ through its loyalty programme.

By rewarding our customers’ loyalty, we increased Clubcard members by 4 million active users, and then used this base to drive growth of Tesco Mobile customers and Tesco Bank customers, therefore creating a greater number of increasingly valuable customers for Tesco Group.

It’s the story of how creative communications drove this with “The Power”, a strategic and creative platform, heroing the customer benefit of Clubcard by simply dramatising the new, magical and empowering feeling of being given access to exclusive deals and rewards. This feeling was then fine-tuned to the needs of the grocery, mobile and banking categories.

It’s a valuable case study of insight, emotion, clear messaging, delicate creative development, loyalty and penetration, all playing together to bring about impressive results. And it’s a little...