What it had to solve
Brits put more effort into Halloween each year; Tesco wanted to own the season as the helpful one-stop shop for costumes, decorations, tricks and treats.
The idea
A Spooky Delivery Van that ambushes families outside their own homes with a full load of Hallowe'en frights and delights
How it works
The hero film follows the van surprising unsuspecting customers outside their homes, supported by a Facebook 360 video, in-store activations and digital out-of-home and display, made with BBH London, Black Sheep Studios and The Mill. It followed 2015's 'Spookermarket' hidden-camera stunt.
What it did
No reach or sales figures are reported; the campaign built on the claimed success of 'Spookermarket' the year before to make Tesco's helpfulness seasonal.
Background
In October 2016 Tesco launched a Halloween social campaign with BBH London to help families 'spookify' their Halloweens — costumes, decorations and 'every treat and trick in the book' — at a moment when Halloween had become the third-biggest retail event of the UK year and the pressure to keep upping the celebration was real.
The Tesco 'Spooky Delivery Van' built on the retailer's reputation as a helpful one-stop shop by surprising unsuspecting customers outside their own homes with a 'Spooktacular' van full of Halloween frights and delights. The hero film ran alongside a Facebook 360 video, in-store activations and digital out-of-home and display advertising.
The campaign followed the previous year's 'Spookermarket', which used hidden cameras to capture the reactions of unsuspecting customers to a series of spooky supermarket situations — a Halloween format the brand hoped to turn into a run.
Why it lands
Surprise is delivered literally: the brand shows up at the door just when the family needs supplies.
It stakes a seasonal claim — Halloween as Tesco's — a year after the first stunt proved the format.
The 360-degree and social extensions stretch one van into a multi-format campaign.
What you can take
Own a rising occasion by showing up where the celebration happens — the doorstep beats the aisle for surprise.
Since then
No performance figures appear in the source.
FOLLOW THE EVIDENCE
The sources
- Tesco & BBH London Present a Spooktacular Halloween lbbonline.com