Tesco go national with direct response

Tesco has launched a national direct response advertising campaign for its car insurance product targeted at 2+ cars per home motorists - using every Motorway Service Area across the UK.

Using 6-sheets at entrances and exits coupled with washroom displays featuring 'Direct Response Tear-Offs' Admedia estimates that 14 million potential customers will be exposed to the Tesco campaign during March.

In addition 120,000 post-it note size cards featuring the response mechanism will taken away by motorists over the period an are expected to generate a considerable increase in enquiries both online and by phone.

Admedia's direct response media has been used for a wide range of direct response activities including Admiral Insurance, 192.com and QXL.com with comprehensively proven success.

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