The
Campaign

The competition to find a new Voice of the Checkout for Tesco went viral on TikTok and attracted thousands of participants. There were also entries from the corporate accounts of other supermarkets, including Aldi, Asda, Co-op, Lidl and Morrisons, brands and organisations like CandyCrush and the British Transport Police – and even retired TV presenter Michael Barrymore.

Prizeology's
Role

To mark its launch on the social media platform TikTok, Prizeology helped Tesco and its agency create and run a competition to find a new checkout voice for Tesco’s self-scan checkouts. The promotion employed TikTok’s duet feature, which enables two videos to play side by side at the same time, in a split screen.

Entering the competition was structured as an audition to be the new Tesco checkout voice and entrants were asked by a ‘talking till’ to respond to a series of questions, including ‘How would you say, “Clubcard accepted.”’

Prizeology advised Tesco and its agency on the concept and mechanic, wrote the Ts&Cs and developed the judging criteria. All the entries were extracted from TikTok by Prizeology, which also put together a judging panel and managed the remote judging. Despite the extremely high volume of entries, Prizeology’s robust criteria ensured entries were judged consistently.

The hashtag #tescovoiceofcheckout achieved more than 46.1 million views

The
Outcome

The winner was a 27-year-old vet called Izzy, who won 10,000 Tesco Clubcard points and was recorded saying, ‘Don’t forget to scan or tap your Clubcard’ and ‘Clubcard accepted.’ The audio of her voice was then used on Tesco self-scan checkouts for two weeks.

 

This prize promotion ticked every box for Tesco. Not only was it a viral hit – the hashtag #tescovoiceofcheckout achieved more than 46.1 million views – but it generated thousands of entries and significant press coverage. It drove a 12% shift in Clubcard awareness. In 2022, the campaign itself won the best creative category of the inaugural UK TikTok Awards, best social category in the Creative Review annual awards, and top campaign of the year in the 2022 Most Contagious Report.

@tesco ⌛ Today is your last chance to audition for #TescoVoiceOfCheckout! See these entries from @fredasquith @webkinny @theboski @mystikle.blue @izzyiztrash ♬ original sound - Tesco

@tesco The wait is over! The new #tescovoiceofcheckout is… @dogtor_who ♬ original sound – Tesco