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An immersive, nostalgic clubbing experience across two days in July to celebrate 30 years of rewards

Challenge

Tesco wanted to celebrate 3 decades of Clubcard with an event that brought their ATL campaign to life. The goal was to create an earned-first PR campaign that highlighted 30 years of rewards, while driving widespread media coverage and positive brand feedback with a broad customer audience.

Activation

We created Club Card, a pop-up clubbing experience across two days in July, that tapped into 90s nostalgia. We built a full club environment that turned the advertising campaign into a shareable moment.

The media strategy combined talent partnerships, save-the-dates, a 90s data story, showbiz photo moments, news releases and listings coverage. Every element worked to maximise reach before, during and after the event.

Impact

We turned 30 years of Clubcard into a cultural moment, generating national coverage and five-star reviews. Hundreds of customers attended. We widened the gap with ALDI. And we proved that Clubcard was so much more than just a loyalty programme.  

3.3
percentage point increase in earned media share of voice
53
pieces of press coverage
700
consumers attended across 4 sessions
5-star
rating on Eventbrite
A joyful woman dressed in a light blue blouse stands amidst a vibrant sea of yellow balloons in a bright, playful setting. The background features sparkling sequins that shimmer under soft lighting, enhancing the festive atmosphere. The space is filled with a sense of exuberance and celebration.
A man wearing sunglasses and a white cap stands beside a woman with long hair, both focused on a vibrant claw machine emblazoned with the Tesco logo. The machine is illuminated with blue LED lights, surrounded by a soft, purple backdrop, creating a festive atmosphere.
A vibrant scene featuring a young man in a white t-shirt at a sleek service counter, illuminated by soft blue lights. The background shows shimmering decorations, enhancing the festive atmosphere. The counter is adorned with a clear bottle of water and promotional materials for a loyalty programme, while a group of hands reach towards enticing treats.
Two women pose playfully in a vibrant setting adorned with neon lights, wearing oversized hats. One wears a black shirt with a star graphic and jeans, while the other dons a bright orange dress. A bold display celebrating 30 years of Tesco Clubcard is visible, enhancing the festive atmosphere.
A lively event scene filled with people enjoying a performance under shimmering disco balls. The stage features vibrant pink lights, a backdrop displaying 'TESCO Club Card,' and attendees capturing the moment on their phones, all exuding a nostalgic 1990s party mood.

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