Tesco needed to tell the TikTok generation about the power of Clubcard to lower prices. So we gave them the chance to become the Voice of the Checkout and say one of British supermarkets’ most iconic phrases: “Clubcard Accepted” Using TikTok Duets, the public could audition with our lovably weird talking till to see if they were worthy. Within hours, the original video was viewed over 1 million times. Over 3,000 people auditioned, the campaign hashtag reached over 49 million views and we trended on TikTok for 10 days. The campaign was covered by the national and international press.

We knew people loved hearing the phrase “Clubcard Accepted” at Tesco checkouts. So we gave them the opportunity to become the new voice of Tesco checkouts across the UK.

Using TikTok Duets, the public could audition with our lovably weird talking checkout to see if they were worthy. They were quizzed on their ability to say things like “please check my bagging area” and “Clubcard Accepted” - one of the most iconic phrases in supermarket history. TikTok is the home of weird humour, so the talking checkout had a sassy personality and got slightly too excited hearing people “beep” for him.

Our budget wasn’t big enough to give us the reach we needed to put Tesco on the TikTok map through paid media alone. Which is why we encouraged user generated content, to create a snowball effect of people spreading our message for us.

We used TikTok Duets in a way that hadn’t been done by brands before. We gave people the chance to add their answers, creating the illusion that they were chatting with a checkout in real time.

We knew people loved hearing the phrase “Clubcard Accepted” at Tesco checkouts. So we gave them the opportunity to become the new voice of Tesco checkouts across the UK.

Using TikTok Duets, the public could audition with our lovably weird talking checkout to see if they were worthy of becoming the new voice. They were quizzed on their ability to say key phrases like “please check my bagging area” and “Clubcard Accepted” - one of the most iconic phrases in British supermarket history.

We used the Duet function in a way that had never been done before. In the original audition post, we left gaps for people to answer questions, which created the illusion our talking checkout character was interacting with them in real time.

The competition prize - installing the winner’s voice in Tesco checkouts across the country - was also a technological first for the brand.

Within 24 hours of the launch, #TescoVoiceOfCheckout achieved over 5 million organic views – not bad for Tesco's first TikTok. The story was then picked up by Britain’s biggest national publishers like The Daily Mail and The Sun, and international press including The Times Nigeria. By the end of the campaign, #TescoVoiceOfCheckout had over 50 million video views on TikTok, was 'Trending on TikTok' for 10 days and had received over 3,000 entries. The campaign drove a 12% shift in awareness and a 4% shift in likelihood to recommend Tesco Clubcard.