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FMBX News
Posted: Sep 6, 2011
Gratterpalm creates student shopper marketing campaign for Asda
Building on the success of its ‘Student Shopper Card,’ Asda has briefed Gratterpalm, the north’s leading advertising agency, to further target the student market by launching an in store ‘Student Shop.’
Keen to tap into this market and encourage students to shop at Asda, premium seasonal in store space will be dedicated to students – a first for Asda – and will promote all the university essentials including duvets, toasters and stationery.
The campaign features hand drawn illustrations alongside a handwritten typeface on all point of sale (POS) elements including gondola ends and foyer POS.
This Student Shop has been created following the success of Asda's Student Shopper card, a unique payment card that was launched last year. Its dual format allows parents to load money onto the card and their son or daughter who may be away at university to spend the funds on the card in Asda.
Gratterpalm also designed the creative for the Student Shopper Card campaign, which features the strapline ‘The Card That Gets Students Through Uni Without Going Hungry’ and includes a call to action to visit the website.
Launched last year, the website, which is where the card can be registered, in order that customers can protect their card balance, top up their card, check their balance and review transactions, achieved over 40,000 page impressions in its first week. With evidence that this design was well received by consumers, Gratterpalm took the decision to incorporate this creative within the student shop campaign.
Amanda Farrell, product manager for gift cards at Asda, said: “We want to communicate to students that Asda is the supermarket for all their university needs and believe that the Student Shop, along with the Student Shopper Card, are the perfect platforms to reach out to this audience.
“Gratterpalm really understood our brief and the end result is a campaign that appeals to both students and their parents.”
Gareth Healey, joint managing partner at Gratterpalm, said: “As the Student Shop is a first for Asda, we wanted it to have strong visual impact as well effectively communicating the benefits of the Student Shopper Card in store.”
The Student Shopper Card and shop will be promoted at various Fresher’s fairs around the country, using the marketing collateral designed by Gratterpalm.
The Student Shop launches in 29 designated stores nationwide on 10th September and will run until the 15th October 2011.
