ASDA Direct is one of the online shopping services of the supermarket giant. The site allows you to search through 1000s of products from electricals, home appliances, furniture, sports & leisure, toys, baby, music, video, games, books and many more.
As a whole, ASDA serve 18 million customers every week in more than 370 stores across the UK and through online home shopping services.
Challenge
ASDA came to us to produce an email marketing campaign to support their World Cup 2010 special offers as well as direct the receiver to various departments featured on the ASDA Direct online shopping service.
Insight
We looked at ASDA’s previous email campaigns as well as ones from their competitors, while brainstorming ideas and products that we associate with football, the World cup and South Africa.
Work
We came up with the concept to theme the campaign around the love/hate relationship we sometimes have with football. We made the email quite tongue in cheek with images and captions, looking at men’s love of the game and a woman’s hated of the game.
ASDA wanted the email to showcase more than just football as it needed to appeal to everyone. The concept worked to this advantage as we could offer departments and products to those who are not interested in football, while still showcasing products for the die hard fans.
The images are also made to look like football stickers to go along with the football theme. However, some of the stickers are not showcasing a love for the game. For example, one sticker shows a woman bursting a football with the spike of her high heeled shoe.
Even with a lot of new ideas, the email campaign stayed true to ASDA’s style guidelines.
