Producing timely and creative fleet campaigns for Asda
The Euro 2020 tournament made headlines in the UK. It was held in Wembley Stadium which saw international spectators focus on London, but it also saw the success of the England team. As England navigated its way through the different stages of the competition, fans were once again proclaiming ‘It’s coming home’ in support of the home team. Perhaps this heightened level of support was unsurprising as the men’s team haven’t competed in a major tournament final (or won) since its 1966 World Cup victory. While fans showed their support, brands were keen to do the same, including the leading supermarket, Asda.
Asda wanted to launch a fun campaign that would show its appreciation for the team and bask in this excitement. The retailer initially briefed the idea for a campaign to the Gardners team with the caveat that this could only move to production if England won the Wednesday night match against Denmark. And following the 2-1 win, that’s exactly what happened.
Immediately after the semi-final result, the campaign was passed to the creative studio at Gardners. Asda wanted to celebrate the England players, so Gardners was tasked with creating a campaign that would bring recognition to the three lions as individuals. The studio worked efficiently to shape campaign creative that featured the names of the England squad – Pickford, Walker, Trippier, Stones, Maguire, Shaw, Rice, Phillips, Saka, Grealish, Sterling, Kane and Foden – and incorporate the “It’s coming home” message through operation “It Asda be coming home” which saw Asda stores across the country work to help customers celebrate in style. Following the client’s approval, the fleet banners were manifested on Gardners’ Durst high resolution, large format presses.
With each home delivery fleet vehicle representing a different England player, the banners were installed on-site with the client at their convenience. Utilising Agripa, a practical fleet solution that attaches to the side of vehicles with no hassle, Gardners was able to ensure that there was no fleet downtime at all, especially important during these times of increased fleet demand. Thanks to this game-changing fleet technology, the Gardners team was able to efficiently update the campaign messaging, taking less than two hours to ‘kit out’ 13 fleet vehicles in Leeds, Asda’s home territory.
The home delivery vehicles were on the roads in Leeds supporting the England team by 7am the following morning, just 48 hours after the brief was created. The Gardners team was able to produce and install this bold, reactive project at speed thanks to its Agripa technology, changing the message in a snap with safe and fast expert installation. Images of the fleet vehicles were also widely shared across Asda’s social media channels ahead of the Euro 2020 final, promoting the brand’s support for the England team.