The Brief

Ahead of the relaunch, we were tasked to drive awareness of Rollback, which sees the prices of more than 4,000 family-favourite products reduced by an average discount of 25% in-store and online – part of Asda’s ongoing mission to help British families.

The Big Idea

To celebrate the return of Asda’s Rollback promotion we combined Rollback with a family-favourite activity that’s enjoying a resurgence across the UK: rollerskating. However, this was no ordinary rollerskating event. Instead, we launched the first-ever supermarket-themed roller disco, fronted by Asda ambassador and national P.E. hero Joe Wicks. Welcome to The Roll(er)back Disco.

We transformed the iconic Dreamland roller rink in Margate into an Asda supermarket, filling the space with thousands of Asda boxes sat on supermarket shelves around the rink, representing different Rollback ingredients. Held over two days, the event was divided into nine sessions, with members of the public able to book free tickets online in advance or attend on the day via walk-in slots.

Guests were given rollerskates, a basket, and a shopping list and were encouraged to fill their baskets with the items on their lists. Some boxes had winning stickers on the bottom, allowing guests to claim spot prizes, including Asda vouchers, up to the value of £50, and goody bags filled with Rollback goodies.

Joe was present on opening day, interacting with guests, leading warm-up sessions and partaking in press interviews, spreading the word that Rollback is back!

The Results

The Roll(er)back Disco secured 32 pieces of coverage including eight nationals in The i, The Daily Mirror, The Daily Express, The Daily Star and The Sun alongside high reaching consumer titles with MSN and Trend Hunter. The event sold out in two days and saw 228 attendees skate for prizes across the two day event.

Overall we exceeded our targets by almost double and gave away thousands of pounds of vouchers to Asda customers.

To create buzz on social media we also invited local influencers down to attend the event as well as teaming up with Dreamland itself to promote the event online to its thousands of loyal followers, enabling us to generate social conversation around Rollback.