Co-op has launched a nationwide initiative to preload its membership app on all Samsung O2 Telefónica devices.

Developed in collaboration with media agency Dentsu, the initiative will automatically install the app on devices at the point of sale.

The pre-load ad channel was initially created by Digital Turbine.

“Our preloads product provides an unparalleled access to users’ device and ensures continuous exposure to the app as users see the app icon repeatedly on their device home screen, keeping it top of mind,” said Duncan Blacklet, VP of regional performance sales EMEA at Digital Turbine.

Co-op is also collaborating with Dentsu subsidiary Carat UK to implement a media buying strategy to complement the initiative.

Kenyatte Nelson, Co-op’s chief membership and customer officer, stated: “We are excited to announce the launch of our new pre-load initiative which will enable us to more efficiently engage with our customers. Dentsu’s support and innovative approach has been invaluable in enabling us to bring this to market and set a new industry benchmark for digital marketing.”

Toby Benjamin, Dentsu’s chief digital officer for the UK and Ireland, added: “We are pleased to announce this next chapter in the continuation of our partnership with Co-op.

“The strategic alignment of app pre-loading with high-volume device sales creates a win-win situation for businesses and consumers alike.

“The Co-op brand, known for its widespread appeal and strong community presence, is a perfect example of how this groundbreaking model from Telefónica can be leveraged to streamline the user experience and drive engagement and visibility at scale.”