An immersive, nostalgic clubbing experience across two days in July to celebrate 30 years of rewards

Challenge

Tesco wanted to celebrate 3 decades of Clubcard with an event that brought their ATL campaign to life. The goal was to create an earned-first PR campaign that highlighted 30 years of rewards, while driving widespread media coverage and positive brand feedback with a broad customer audience.

Activation

We created Club Card, a pop-up clubbing experience across two days in July, that tapped into 90s nostalgia. We built a full club environment that turned the advertising campaign into a shareable moment.

The media strategy combined talent partnerships, save-the-dates, a 90s data story, showbiz photo moments, news releases and listings coverage. Every element worked to maximise reach before, during and after the event.

Impact

We turned 30 years of Clubcard into a cultural moment, generating national coverage and five-star reviews. Hundreds of customers attended. We widened the gap with ALDI. And we proved that Clubcard was so much more than just a loyalty programme.