The poll also asked about how people give anniversary gifts which revealed surprisingly that 15% of people had never received an anniversary gift from their other half.
Our strategy was to ommunicate a responsible message out the value in paying off debt more quickly. We devised a simple anniversary idea which both embodied the product's benefits as well as making it easily memorable to fiance journalists. We arranged a series of interviews between Tesco spokespeople and radio station across the country.
The outcome
The campaign received widespread favourable coverage in personal finance pages of the nationals and in the three week period when media relations was the only communications tool, we received strong consumer interest and higer-than-expected applications proving the value of the campaign in generating real sales. The Guardian described the offer as "... one of the best combined offers on the arket...." - testament to the success of our aproach.