Tesco in first cross-media buy

The media holding company, which owns four terrestrial television channels, a radio station as well as significant equity in New Straits Times Press' four dailies, created the campaign as it steps up efforts to showcase its inhouse cross-media development capabilities. According to Navonil Roy, GM of TV3's creative marketing group, Media Edge was involved in the negotiations of media costs; however, Media Prima's team developed the concept. "Media houses have never really been the biggest proponents of cross-media solutions, primarily because of the limited number of media houses with multiple channels," he said. The Tesco campaign covered both TV3 and Berita Harian (Bahasa Malaysia language-based television channel and newspaper). The campaign captured the views of consumers as they viewed fresh products in Tesco. The views were then aired on women's programmes on TV3, in floating clip format across TV3's programme belt and in the women's section of Berita Harian. "Being a period of high consumption of fresh vegetables and livestock, the content-based solutions brought alive the freshness proposition, but did so in the tone and manner of (credible) content, cutting through the cynicism that most consumers have with strong sales pitched retail communication," Roy added. sm