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Visa 'Love Every Day' rolls out across retail network with Redbus outdoor
Archived article dated Thursday March 23rd 2006
Visa will be stepping up their campaign to target cash paying convenience shoppers in 2006 after agreeing a block deal to carry their 'Love Every Day' campaign across Redbus Outdoor's retail media network.
The move will enable Visa to reach over 50 million shoppers each month by advertising on shopping baskets in 450 Tesco, Somerfield and Sainsbury's urban stores in the UK from March 2006. Visa adverts will also be the first to feature on Sainsbury's quick shop, shallow trolleys in 360 stores nationally. Visa joins a number of financial services providers and FMCG brands turning to destination advertising as a creative solution. The campaign, which encourages consumers to see everyday purchases as personal treats, will be carried on shopping baskets throughout Redbus Outdoor's urban store network.“Urban shoppers will be encouraged to 'Love Every Day' and pay by card rather than cash in hundreds of Tesco Metros, Sainsbury's Locals and Somerfield Essentials,” said Antony Ceravolo, CEO of Redbus Outdoor. “The convenience market continues to grow rapidly and Visa has identified destination as the ideal means of reaching a time poor, affluent audience which shops regularly and quickly. The humble shopping basket not only reaches customers during their shopping mission, but also at the point of purchase when they are paying for their goods at the till. This is a perfect match for Visa's objectives.”
The deal with Redbus Outdoor comes after Visa's 'Shop. Pay. Go.' messaging featured across their network in 2005. The new posters, including 'Love Every Treat' and 'Love Every Little Shop' will highlight how shopping can be one of life's little daily pleasures.
“Destination advertising is a key area for Visa in driving consumers to pay for low value transactions with their credit card,” said Gideon Adey, Group Account Director at Kinetic which plans and buys all forms of Out of Home media for Visa. “Redbus Outdoor's media network will allow Visa to communicate effectively with shoppers through a traditional form of advertising on shopping baskets and trolleys.”
With the continued fragmentation of the broadcast media and consumers increasingly being hit with hundreds of messages each day, destinations such as supermarkets and urban stores are proving to be a highly effective advertising environment and an increasingly key element of multi-media campaigns.
Tagged as: visa | instore tv
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