Vauxhall will harness the Tesco Media & Insight Platform to better target its advertising for customers interested in electric vehicles (EVs), following a new retail media partnership between the car manufacturer and supermarket.
Vauxhall products will be advertised through channels within the Tesco Media & Insight portfolio, including social, digital, and connected TV, as well as in-store radio and Tesco Magazine. The deal will also see charge points operated in car parks at Tesco stores Vauxhall-branded, as a further strand to the manufacturer’s Electric Streets campaign.
It will cover a total of 2,700 EV charging bays across 619 Tesco stores nationwide, with 12 months’ free EV charging credit at Tesco stores offered to anyone buying a new Vauxhall EV.
Vauxhall promotion will also be seen on charging units which have integrated media screens. Messaging will be adapted each month, ensuring a fresh, multi-channel, multi-sensory approach throughout, and offers from Vauxhall tailored to be relevant to Tesco customers.
“What retail media can offer brands is truly unique and we’re delighted to partner with Vauxhall to help them deliver the right advertising to the right customers in a strategic way,” said Simon Lonsdale, media strategy director at Tesco Media & Insight Platform.
“Tesco has the largest network of EV charge points of all UK retailers and so it’s a perfect fit to support Vauxhall with their ambition to make electric vehicles more accessible. We look forward to demonstrating how Tesco Media & Insight can help all brands showcase their offerings in new and innovative ways.”
Retail media network partnerships will be explored in a brand new one-day event this June. MediaX, held at The Cavendish Conference Centre, London, will explore the experiences of well-established retailers in this space, as well as new entrants and the agencies who are helping make retail media networks tick. More information can be found here.
