At the heart of the campaign by Havas London and Spark Foundry is a 32-bit arcade game-inspired TVC, which sees an Asda store ‘gamified’ as shoppers zap coins, complete with retro sound effects, to boost their cashpots; while playable mobile ads feature Asda-designed games inspired by titles including Tetris and Word Life. The multi-channel campaign also spans social, out-of-home (OOH) and radio.

The campaign is inspired by the fact that shoppers using Asda Rewards earn pounds, not points – building up a cashpot by simply scanning their app when they check out, completing in-app missions (such as the ‘Back to School’ mission, where customers receive £5 into their cashpots when they spend £25 on George school uniforms), and purchasing any of more than 400 ‘Star Products.’

Mark Baxter, senior director for Loyalty at Asda, said: “We’re incredibly excited to be able to give all our customers access to Asda Rewards across the UK so they can start to earn rewards and build their cashpot. We know that times are tough for families right now, so it’s great to be able to reward them for simply shopping with us.”

Vicki Maguire, chief creative officer at Havas London, added: “Who knew being rewarded for doing your shopping was this much fun? It’s a bit bleak out there, and Asda Rewards couldn’t have come at a better time. We wanted to capture the playful dynamics, like in-app missions and the hunt for Star Buys, that help Asda customers feel like winners every time they shop – offering an antidote to all the doom and gloom. Game on!”

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