INTEGRATED: MY BEST SHOT

It’s not often that you get the chance to play a part in a social phenomenon. The Tesco Clubcard is my bid for history.

It’s not often that you get the chance to play a part in a social

phenomenon. The Tesco Clubcard is my bid for history.



Along with Grant Harrison and his team at Tesco, those clever people at

Dunn Humby and about 20-odd people at Evans Hunt Scott, I have been

living and breathing Clubcard since we helped develop and pilot the

scheme in 1993.



The nationwide launch in January 1995 was the scariest thing this agency

has ever had responsibility for - a white-knuckle ride that started when

the Tesco board gave the green light to spend lots of money, accelerated

when the first eight million people signed up and hasn’t slowed down

since.



The press has been suitably impressed - ‘Tesco’s brilliant initiative,’

said the Times - and this year we redesigned and helped launch Clubcard

Plus, a card-based deposit account.



So, as a creative type, why am I so proud of our work on Clubcard?



a) It’s the best example I know of a strong brand being faithfully

translated into a non-advertising technique and succeeding beyond

everyone’s wildest imagination.



b) It’s a delightfully inclusive (and not exclusive) democratic

marketing idea.



c) It succeeds on so many planes, both in creative and business terms.



d) It’s so big. Millions of people use it, tens of millions of pounds

are sent out as rewards, hundreds of millions of pounds worth of sales

are generated by it. It makes most advertising and marketing campaigns

look weeny and trivial by comparison.



Clubcard is so hugely important it could never win a D&AD award.



Terry Hunt is executive creative director of Evans Hunt Scott



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