Case Study: Quidco
Quidco, the UK’s biggest cashback site launched its biggest ever advertising campaign in November 2012, encouraging shoppers to take advantage of Christmas cashback deals as the countdown to the festive season began.
The multi-channel campaign appeared across the UK’s transport network and featured display advertising across tubes, trains and taxis with the aim of growing the site’s ever-expanding membership base – currently 3m strong – and raising awareness of Quidco as a brand.
Taxi advertising was a key element to the campaign and creatives ran across 300 SuperSide London taxis, targeting busy Londoners and encouraging them to ‘get paid to shop’ when making purchases in the run-up to Christmas via Quidco.
The campaign was aimed at people who shop in the high street or online, and who would be interested in being rewarded for doing so. High net-worth individuals and those wanting to make significant earnings against their purchasem were the core target.
As the site helps ABC1s earn cashback when shopping, the target audience for the Quidco campaign was London shoppers with a high net worth – those on the lookout for clever and simple ways to make significant earnings on their day-to-day purchases.
Display advertising appeared on the side of 300 London taxis and featured creatives that demonstrated to shoppers how they could earn cashback on a wide range of purchases, from handbags to car insurance.
Tip-seats inside the taxis also featured Quidco display advertising, further engaging London consumers on a one-to-one level and explaining in more detail how Quidco works.
As part of the campaign’s wider London-centric marketing mix, additional activity included nationwide TV and radio adverts, tube card panels and train advertising that aimed to engage a potential audience of 15 million.
Since the campaign launched in November 2012, Quidco has tracked success rates by asking new members to the site how they first heard about the brand.
Taxis performed especially well, attracting high quality members, who shopped quicker, spent more and saved more than any other source of new registrations.
The campaign as a whole was a resounding success, attracting nearly ½ a million new members since launch in November.
“Quidco offers its members cashback deals across a range of channels including online, in store and mobile. We needed to communicate this message at a time consumers would want to know about savings to be made when Christmas shopping.
The aim of the campaign was to spread the cashback message effectively and across a variety of platforms.
“The recent taxi activity has been brilliant for Quidco as, not only has it helped attract a significant quantity of new members, but it has also allowed us to engage members with a real interest in Quidco and e-commerce.”
“Members that signed up after seeing us on or in a taxi, spend 54% more than those who registered during the same period, making them valuable to our retailers and to Quidco. This in turn delivers great discounts to these new members, meaning they get hooked on our great cashback service.
“The engagement and interaction levels achieved with these new members is great, and we are continuing to work with Ubiquitous on additional activity to reach more people like this within the UK.”
Stuart Brann, Head of Marketing at Quidco