Every week, Amárach and Future Proof Insights share exclusive findings from their PRIZM+ ad testing service showcasing best practice creative advertising in Ireland.
The recent Tesco Clubcard campaign “The Power to More” is a particularly effective demonstration of a simple value message that can be presented in a manner that successfully drives consumer action, without the need for “emotional storytelling”.
The ad scored well above category norms both in its ability to drive Behaviour & Purchase Intent, while receiving a modest score from a Emotional Resonance perspective, suggesting that within the Retail space, there is prioritisation of practical benefits over emotional connection.
Rather than building complex emotional narratives, Tesco has emphasized how the program helps consumers save money and maximise value, which are primary drivers of motivation and short term decision making.
The ad is easy to process and understand the message without creating mental strain.
The result? Higher purchase intent and stronger behavioural impact than typically …