Morrisons
Pay Less with More Card
Our “Pay Less with More Card” campaign highlights the enormous savings Morrison’s customers can gain through joining the “More Card” loyalty scheme.
The Campaign Context
To create a new creative platform to communicate More Card prices across all touchpoint consistently. To stand out in a loud a cluttered Supermarket Loyalty space with something that highlights More Card Prices in a uniquely Morrisons way. The Loyalty space is loud and with very little differentiation in what competitors are offering. Not only that, we were late-comers to a party very much run by Tesco and Sainsbury’s. We needed to cut through fast without losing our distinctively Morrisons identity.
Our Insight and Idea
It might be called a More Card… but when you use it, you Pay Less… We used this inherently funny tension to sit at the heart of our campaign. Dramatising it with our uniquely Morrisons humour, dialled up to 11 to cut through in the Loyalty crowd. So while everyone was making a song and dance about prices, we showed how too good to be true it is that something called a More Card helps you Pay Less. For this campaign we first created an entirely new visual identity for More Card Prices, using our brand colours and to loyalty green to elevate the offering from ATL assets right the way through to POS placements. We then launched with our 2 30” TVCs, playing on customer confusion about just how something called More Card can help you Pay Less. We then launched a social series with customers competing to name as many More Card products as they could in 5 seconds as well as in store announcements running through everything with a More Card Price that, no matter how long it took to say them… Finally, we released the hard working 10” variants of the TVCs that allowed us week in week out to highlight the fantastic products that Morrisons was offering at great More Card Prices.
The Results
The campaign’s impact was substantial, clocking in the following impact: 76.3% linked sales (+19.9% pts on the prior year); 3.5m new sign ups (+82.4% pts on the prior year); and a 62.4% swipe rate (+18.8% pts on the prior year)