Tesco & MAGNEDS Win Global Loyalty Awards - powered by NeoDay

We’re delighted to announce that the joint campaign by MAGNEDS, Tesco, and NeoDay earned two awards and a highly commended accolade at the 2025 International Loyalty Awards in Dubai:

Best Retail Loyalty Program of the Year – Worldwide
Best Short‑Term Loyalty Initiative – Worldwide
✨ Highly Commended – Best Gamification Worldwide for Loyalty Enhancement

A heartfelt congratulations to MAGNEDS, Tesco Stores and everyone at NeoDay who made this achievement possible!

Hybrid Scratch Cards: Innovation That Transforms Loyalty

Objective: Encourage hundreds of thousands of Tesco Clubcard customers to transition from plastic to digital—boosting app downloads and in-store sales along the way. Read more in our case study.

Execution:

Tesco shoppers in Hungary, Czechia, and Slovakia received physical scratch cards via in-store purchases.
Each card featured a unique QR code: scan to unlock a digital scratch‑card game inside the Tesco Clubcard app.
Instant digital rewards—points, coupons or daily prizes—with a raffle entry for major prizes.

Results (3 months):

Over 2 million scratch‑card plays
More than 100,000 new app downloads
Immediate spikes in app activity and ROI
A repeatable, scalable loyalty model across markets

Why the Jury Loved It

The international judging panel praised the Tesco campaign for its standout approach to hybrid activation—seamlessly blending physical and digital experiences to enhance engagement and scalability. They emphasized the campaign’s ability to generate real-time commercial impact, delivering clear, measurable results within a short timeframe.

Additionally, the playful use of gamification created a smooth and enjoyable customer journey that drove strong adoption and repeat interaction. As NeoDay CEO Jurgen Swaans noted, it exemplifies “a smart activation that delivers both short-term commercial results and long-term brand–customer relationships.”

Disrupting Loyalty—Together

MAGNEDS and Tesco’s award-winning activation demonstrate how agile tech, gamified loyalty, and customer-centric design come together to redefine retail loyalty. With real-world results—2 million plays, 100k+ app users, and multiple global awards—it’s proof that fast, fun, and digital-first campaigns can deliver long-term loyalty gains.

Here’s to continuing to disrupt loyalty, one innovative campaign at a time!

Exhibitor Data Sheet