Voice of the Checkout

We looked at what people were already saying about Tesco on TikTok – and discovered a lot of existing love for Tesco Clubcard. Especially around the magic phrase you hear when you scan your Clubcard for discounts: “Clubcard accepted.”

(Great news because Tesco Clubcard is a core part of one of Tesco’s key business pillars.)

So we opened auditions to discover the next voice of Tesco checkouts. The host? A talking checkout (vocal talents courtesy of the current voice of the Tesco checkout). Using TikTok Duets, the checkout interviewed applicants to present their own take on the iconic script.

As video views climbed and initial entries started to pour in, regional publishers picked up the story. By the end of the week, Voice of the Checkout had made headlines across national publishers including the Daily Mail and LadBible as well as the advertising press.

Best of all, people across the UK genuinely loved Voice of the Checkout: thousands entered, and even more talked about it on online spaces including TikTok, Twitter, LinkedIn, and Reddit.

The competition ran for ten days; the ultimate winner was chosen later in October 2022, with their voice uploaded to checkouts across the country in November.

Results

During the 10 days the casting call was live:

- 42 million video views for the campaign hashtag

- 'Trending on TikTok' 10 days straight

- Coverage in national publications including The Daily Mail, Sun, Mirror, and LadBible, and international publishers including The Times Nigeria

- AdAge Editor's Pick

In terms of brand metrics, the campaign drove:

- 12% shift in awareness

- 4% shift for likelihood to recommend Tesco Clubcard

WINNER OF THE 2022 UK TIKTOK AWARDS FOR “BEST CREATIVE!!!“

FEATURED IN CONTAGIOUS’ 2022 ‘MOST CONTAGIOUS‘ REPORT AS A PROJECT OF THE YEAR

CAMPAIGN MAGAZINE #1 TOP MEDIA IDEA FOR 2022