Sainsbury’s TU

Rich Media Adverts

Standard Media Adverts

The Latest Fashion Inspirations

Sainsbury’s Tu is a line of clothing presented by the supermarket chain. We’ve been lucky to help with quite a few of their standard, programmatic campaigns. Sainsbury’s campaigns for the supermarket side of business are very branded and the campaigns for Tu are no exception, but the geniuses at Sainsbury’s have made sure to create completely separate brands and identities for both aspects of their brand.

With their Tu line, Sainsbury’s aims to create campaigns and display assets that look high fashion, but for the everyday family at affordable prices. Their campaigns span an array of seasonal clothing pieces for a wide age and personality range.

These units focused on bringing their high-fashion imagery and stunning colour palette to life. Featured alongside their ultra-affordable price points, the lifestyle feel of the campaign came through to whatever user these ads were being targeted and served to.

The biggest challenge we faced with Tu campaigns was filesize. Tu first launched these ads starting in 2015 when there was the infamous switch from Flash to HTML5. At the time, media agencies were accustomed to offering only 40KB to complete a standard campaign. For reference, in 2019, most standard campaigns will have a minimum of 150KB to work with, with most media agencies offering up to 300KB.

If you consider that most 300×600 images/JPGs can run up to 150KB on their own, you can understand that the struggle to create high quality banners in 40KB for these Sainsbury’s units was real. On top of the small filesize, at the time of the switch from Flash to HTML5, there were no accepted JavaScript libraries for us to use. For those of us who are not technically inclined, JavaScript libraries such as GreenSock offer a wide range of pre-programmed animations (such as zooms, pans, bounces) for a developer to choose from. Without these libraries, developers were forced to write every animation from scratch. Think of it as the difference between coming up with definitions for words yourself, as opposed to copy and pasting from an online dictionary. In response to this problem, TBM actually developed its own, lightweight JavaScript library. That’s right people, we wrote our own dictionary. While this JavaScript library is not in use now, it was a real game changer when these units were built.

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Whether you’ve got a job that needs an animation dictionary written, or you just need some killer animation written into your units, we are here to help!

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