Ahead of the headlines

Agency: Mail Metro Media

"In November 2019, Tesco launched Clubcard Plus – a subscription service offering customers “Value You Can’t Stop Talking About” – and after utilising the UK’s leading daily newspaper Metro for a Friday morning takeover, achieved an incredible 3.3% of its annual subscription targets in one day!

Within six hours, teams from Mail Metro Media, Tesco and Mediacom, turned the next day’s headline news into witty, reactive campaign copy – working faster, smarter and using the voice of the nation with unprecedented success. Along with the astounding subscription achievements on takeover day, high campaign recall (+140% vs. benchmark) and website visits (+155% vs. benchmark) peaked in conjunction with the activity and made this one campaign you shouldn’t stop talking about…"