The Business Problem

Tesco wanted to grow the number of younger Tesco Clubcard users. We knew TikTok would be the perfect place to reach them. We just needed a surefire way to get their attention.

The Zag

Embrace the weirdness of TikTok – in a way that's clearly Tesco.

The Solution

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’.

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
• Winner of the 2022 UK TikTok Award for Best Creative
• Bronze Cannes Lion Winner 2023