Nectar to show off big brands in TV campaign
Advert initiative as new partner joins scheme
Nectar is launching a new TV advertising campaign highlighting its portfolio of major partner brands.
The campaign, which starts on Thursday 14th October, comes as British Gas was announced as the latest partner to join the UK coalition loyalty scheme.
Nectar says the six-week advertising campaign has been created to remind the 17 million households signed up to the scheme of some of the different ways in which they can collect and spend their points. The three different ads use a rotating cube to showcase big-name household brands within the Nectar programme including Sainsbury’s, Vue cinemas, Philips, BP, Argos and Homebase.
With the strap-line “Discover another side to Nectar” the £1m-plus advertising campaign, will run across prime-time TV shows for Nectar’s target consumers, with over 80% of Nectar’s audience exposed to the advertising. In addition, there will be online advertising on key consumer websites involved in the Nectar programme, such as iTunes, eBay.co.uk, Play.com and House of Fraser which the loyalty scheme says will help drive traffic back to its nectar.com website.
James Frost, marketing director at Nectar, commented: “We are making it easier than ever to be a savvy shopper by offering our cardholders more ways to collect and spend points than any other loyalty programme. From holidays and fashion to homeware and electricals, there are hundreds of easy ways to collect and spend Nectar points with big-name brands.”
The TV advertising campaign features five hundred 20 and 10 second ads.
Nectar owner Groupe Aeroplan has announced that British Gas will become Nectar’s new partner in the utility sector (replacing EDF energy whose partnership has ended after seven years) starting in early 2011.
More than 12 million British Gas customers will have the opportunity to collect Nectar points to redeem for Nectar rewards. The utility will provide a variety of ways for customers to collect points ranging from quarterly points just for being a BG customer through to bonus points for switching to direct debit or paperless billing as well as for taking up additional services.
“This partnership is an important milestone for Nectar and we are delighted to welcome such a significant brand into the program starting in 2011,” said Jan-Pieter Lips, MD, Nectar. “British Gas will be a major partner in Nectar’s continued growth.”
Lips was keen to point out that customers will not be rewarded for using more energy, saying “that’s not what British Gas want and wouldn’t be good for society.”
He added: “Many more Nectar collectors will be able to earn points on their utilities and we anticipate it will also lead to a significant number of new collectors for Nectar. And we’ve recently revamped Nectar rewards to make it just as easy to spend points as it is to collect them.”
EDF Energy will stop issuing Nectar Points as of December 31, 2010.