Asda

Asda: Extra Special Range

Asda achieve maximum cut-through with hijack of the Evening Standard

The aim

The media hijack aimed to increase the profile of Asda stores and Extra Special range in London and the South East by delivering great cut-through in an already crowded market.

The campaign was planned and bought by Carat with creative from Publicis.

The idea

To 'hijack' the Evening Standard to create awareness of Asda's new range.

• Asda bought every main advertising site in one issue of the Evening Standard using creative relevant to the editorial to ensure their range of quality products was front of mind with commuters
• The 'hijack' of the newspaper -on Thursday 9 September - marked the start of a seven week advertising campaign to promote Asda's Extra Special Range
• The range of products were placed in relevant editorial sections with the creative executions reinforcing this sense of context
• Constant communication between all parties ensured the successful placement of Asda's tactical ads against relevant editorial sites

We worked very closely with Asda and their media agency Carat to create a campaign that would have maximum impact amongst evening commuters. It is the first time that a brand has hijacked the Evening Standard in this way to dominate advertising sites, and we know it will have a significant effect on our readers.

Gemma Ryder | Evening Standard

The results

The campaign seems to have struck a chord judging by the reaction we have had. Thousands of people have rung our call centre in Leeds wanting to know where their nearest store is. We're on a roll down south.

Chris Pilling - Marketing Director | Asda