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Online portfolio 2008
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Mook: 2007: Tesco
A series of banners that combine iconic graphic elements, economic copy and the brand's famous tone-of-voice result in a pitch-winning digital campaign that stands out against the cluttered insurance selling sites.
Pitch Concept Copy Art Direction
Challenge
To win the pitch by creating a series of banners selling a range of insurance products that would stand out in cluttered digital environments such as moneysupermarket.com.
Concept
A copy-led campaign, which aimed to push a simple concept centred on a ‘finest vs. value’ play on words. Visually, the concept used the brand’s iconic ‘red dot’ to deliver the product offer.
Execution
A series of banners selling home, car, travel, pet and life insurance allying the brand’s friendly tone of voice and iconic graphic elements.
Results
The combination of visually-economic copy with Tesco’s warm and friendly tone-of-voice resulted in a pitch winning fusion that stood out amidst the overly-charged, offer-screaming banners present in insurance selling sites.
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