Masterclassing

Asda launches gamified ad campaign to support Asda Rewards loyalty app rollout

David Murphy

Supermarket chain Asda has launched an ad campaign in support of the rollout of its new loyalty programme, Asda Rewards. The campaign, developed by Havas London, with media handled by Spark Foundry, runs until the end of the year, across social, Out Of Home and radio. It highlights the fact that shoppers using Asda Rewards can earn real money – building up a Cashpot by scanning their app when they check out; completing in-app missions (such as the ‘Back to School’ mission, where customers receive £5 into their Cashpots when they spend £25 on George school uniforms); or buying any of more than 400 ‘Star Products’.  

At the heart of the campaign is a heavy gaming influence, based on the concept of taking rewards to the next level and the thrill of being a thrifty shopper. A 32-bit arcade game-inspired TVC sees an Asda store gamified, as shoppers zap coins, complete with retro sound effects, to boost their Cashpots, while playable mobile ads feature Asda-designed games inspired by titles including Tetris and Word Life.

“We’re incredibly excited to be able to give all our customers access to Asda Rewards across the UK so they can start to earn Rewards and build their Cashpot,” said Mark Baxter, Senior Director for Loyalty at Asda. “We know that times are tough for families right now, so it’s great to be able to reward them for simply shopping with us.” 

Asda Rewards has been trialled in several different regions since last October, and to date, the Asda Rewards app has been downloaded more than 3.9m time, with users building up a total of over £19m in their Cashpots. 

Customers can keep track of their Cashpots as they shop and use the savings to create a voucher giving them money off their next shop. For online customers, the Asda Rewards app links to their Asda.com account.