Case study: The Quidco Quartet

Originally designed for students, the pays cash to users when they click through and make a purchase at one of the 3300 retailers listed on the website. Quidco pays the commission it receives from the retailer directly into the shopper's bank account.

The site also lists voucher codes which give an instant online discount, and printable vouchers, which give a discount in-store. In-store cash back is also available for members who register their debit card online and the Quidco app pays users for checking in to certain stores and restaurants.

Although Quidco is the UK's number one cash back and voucher codes site, the company wanted to run a new above the line advertising campaign designed to target new consumer demographics, building upon its success with its original student audience.

Quidco's campaign was build around a successful TV advert that has already increased site registrations by 56%. Stars of the advert, 'The Quidco Quartet' was been recruited to sing their hearts out to raise brand awareness, whilst putting a smile on viewers' faces.

With more than two million members, Quidco is the largest cash back website in the UK. Eager to continue this growth trend, the new campaign was designed to connect with an audience outside of their core demographic. Existing marketing was taken in a completely new direction, emotionally connecting with stay-at-home mums and less financially savvy consumers with a creative execution that would be memorable.

The heavy-weight nationwide campaign went live on all ITV channels, targeting day time viewers and was accompanied by viral marketing and spoof versions of the ad online. Viewers can even follow the Quidco Quartet on Facebook to keep up to date with fantastic Quidco deals.

Results

In its first few weeks, the Quidco Quartet successfully outperformed the previous ad by a considerable margin. On average the new ad has brought in 56% more registrations directly attributable to TV. Membership sign-ups ran at a higher rate than Quidco's busy Christmas period, with many newcomers mentioning the ad as part of their reason for signing up.