Tesco Mobile has today launched a new brand platform, wryly spotlighting the advantages of being connected to the Tesco Mobile community. ‘It Pays to be Connected’ has launched nationwide across channels including TV, Social, Print and OOH.
The first iteration of the campaign, created with BBH London, is a uniquely British take on Tesco Mobile’s helpfulness, It showcases the ways in which we ‘love’ to stay connected to our local communities, through various group chats – all enabled by Tesco Mobile.
In ‘Pavement Pounders’, the first TV advert to launch, Kam describes what it’s like to be on his work’s running group, which he regrettably joined at a leaving party.
Thanks to Tesco Mobile offering no EU roaming fees this year, he receives every update imaginable from his bosses training in Portugal. With her constant messages, it’s clear to Kam that being with Tesco Mobile allows you to stay connected on holiday (albeit sometimes a little too connected), prompting him to switch.
The spot, directed by Fred Rowson and produced by Blink, is the first of three films that take viewers to the heart of different, and all too relatable, group chats.
Rachel Swift, Chief Customer Officer at Tesco Mobile said: “As a business, we care deeply about human connection. That’s why our new brand platform highlights the many ways it pays to be connected to the Tesco Mobile community. Customers can roam freely in the EU this year, take advantage of our frozen contracts with
Clubcard prices and stay connected through our 99% network coverage.”
“Tesco Mobile plays a vital role in helping people stay connected to their communities wherever they are, whatever they’re up to, which is why the campaign is rooted in day-to-day connection with friends, colleagues and family, with a little help from our friendly Tesco Mobile colleagues.”
Selma Ahmed and Genevieve Gransden, Creative Directors, BBH London, added: “We all have a group chat (or 20) that we love to hate and hate to love! So making something that feels reflective of how we really use our phones has been a joy. This campaign is just the start of a new era for Tesco Mobile and who knows, maybe the ads will end up on a group chat near you.”
CREDITS
- Campaign title: It Pays to be Connected
- Advertising agency: BBH London
- CCO: Alex Grieve
- Executive creative director: Helen Rhodes
- Creative Directors: Genevieve Gransden, Selma Ahmed Copywriter: Katy David
- Art director: Simran Sidhu
- Designer: Anthony Jones
- Strategy Director: Dean Matthewson
- Senior Strategist: Laura Casado Cisa
- Business lead: Sian Richards
- Senior Account director: Keren Jones
- Account manager: Madeleine McCarthy
- Account Executive: Joe Clark
- Agency film producer: Victoria Doran
- Agency assistant film producer: Rebecca Ellis Agency print producer: Cydney Chadwick
- Media planner: Nicola Evans, Fateha Arasaratnam Media agency: EMC
- Production company: Blink
- Director: Fred Rowson
- DOP: Charlotte Bruus
- Executive Producer: Paul Weston
- Producer: Corin Taylor
- Editor/s: Ben Crook at Marsheen
- Post-production company: ETC
- Senior Producer: Oscar Wendt
- Production Coordinator: George Mitchinson VFX lead: Christian Block
- MGFX: Ollie Dook
- Grade: ETC
- Colourist: Jason Wallis
- Sound studio: Factory Sound Studios
- Sound engineer: Jack Hallett
- Photographer: Sam Wright
Tesco Mobile
- Rachel Swift – Chief Customer Officer
- Emma Herridge – Head of Brand and Communications Zea Westwick – Campaign and Comms Planning Lead Holly Garrett – Campaign Manager
- Carolina Molina – Campaign Executive
About Tesco Mobile
It pays to be connected
This is the place where over 5 million happy customers come to enjoy our award-winning network. You’ll always get great value, whether that’s on your coverage (we keep you connected across 99% of the UK on 4G); your phone (we give you Clubcard Prices, so you can get the phone you want for less); or your plan (we freeze your basic monthly usage price for the length of your contract when you take out a Clubcard Price deal).
We care for human connection and keep our customers at the heart of everything we do. That’s why being helpful is our bread and butter. After all, every little helps.
Super speeds, clear connection
We share O2’s network, giving you 99% coverage across the UK on 4G – so there’ll be no searching for signal. Plus, you can take it to the next level with the roll-out of 5G, meaning an even faster, even more reliable connection.
Spend less with Clubcard
No other network gives you a Clubcard point for every £1 you spend, so you can save on your monthly phone bill or the cost of your dream phone. And with our exclusive Clubcard Prices, you have the power to instantly lower prices.
Putting you in control
With our Anytime Upgrade Flex contracts, you decide how long you want to spread the cost of your phone, and you can chop and change your monthly data as often as you like – it’s totally up to you.
The proof is in the pudding
We won Network of the Year, Best Handset Contract Network and Best Network for Customer Service, for the third year in a row, as part of the Uswitch 2024 Telecoms Awards. The experts say we’re the top bananas.
About BBH
Bartle Bogle Hegarty (BBH) is one of the world’s most famous creative agencies. Founded in London in 1982, we now also have offices in Dublin, New York, Los Angeles, Stockholm, Mumbai, Singapore and Shanghai. Our logo, the black sheep, represents the power of difference – because when the world zigs, we zag. This BBH thinking, combined with our care, craft and magic, has secured BBH clients including Audi, Barclays, Burger King UK, Google, Marvel, Nike, Tesco and Samsung.
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