The campaign landed with huge success amongst the Tesco team, and it even won the Best Employee Value Proposition Campaign Award at this year’s DRPG Big Talk! 

We got stuck in right away, with the team delivering a personalised video experience featuring the ICONIC Jessica Ennis-Hill and a snazzy interactive website to match. The film component saw the creation of personalised video messages from Jessica Ennis-Hill, filmed on location at a Tesco store.  

We also conducted photo shoots and voice recordings at our 212 Studios to make sure we had everything we needed to achieve perfection. The videos were intentionally to work in both a 16:9 and 9:16 ration, catering to various digital and social media platforms, and this allowed for widespread sharing and accessibility, enhancing the campaign's reach. 

But the real show started when we paired this with our fancy digital tech, as users head over to the website and create bespoke videos through an AI-driven process. 

Users who know the initiative they wish to support can easily select it from a comprehensive list, personalise their engagement by choosing their name or a general term like ‘friend’ if their name isn't listed, and select from a curated list of reasons for their support. The AI tech then generates a custom video featuring Jessica Ennis-Hill, who highlights their chosen initiative and personal choices, so they have a highly personalised and relatable message to share far and wide with friends, family and followers. 

For users uncertain about which initiative to support, the website also offers a handy exploratory journey through the hundreds of local initiatives Tesco supports. The platform may also suggest initiatives based on the user's interests or location, and once an initiative is selected, the personalisation process continues, culminating in a custom video that reflects their unique journey and choices. 

But that’s not all we did. Since it takes a few minutes for the AI to work its magic, we created a fun promotional game on the website to take part in while they wait, enhancing the overall user experience and maintaining interest in the initiative. This hurdle-style game works on both desktop and mobile, letting users channel their own Jessica Ennis-Hill while waiting.  

The project is currently ongoing, and while we’re still gathering up all the data to see the impact, initial feedback has been extremely positive. There’s been strong engagement from users creating and sharing personalised videos all over social media, and the AI and interactive content has been well-received. All of this is helping to increase awareness and participation in the Stronger Starts token voting, and we’re incredibly proud to help make this happen.