The Business Problem
To help Tesco Mobile achieve ambitious growth targets, the brand needed to realise its potential as a credible tech brand with a big personality.
Celebrate the down-to-earth ‘supermarkety-ness’ to take on the slickly disingenuous world of mobile.
We launched Tesco Mobile’s integrated brand platform – ‘This is Supermarket Mobile’ – and executed it through the line with campaigns across TV, OOH, print, radio, and social.
The work featured supermarket iconography, tone and food puns galore, combined with high-end production values to shift our quality perceptions. Not to mention bringing a hero trolley to life.
So far, we’ve broken all of Tesco Mobile’s records for ad tracking and ad recall, and been ranked in the top 6.1% of ads for short-term growth and top 10% for long-term market share growth by System 1 (in the mobile industry).
The mobile market may be shrinking... but Tesco Mobile’s voice is getting bigger and bigger. Here’s how we helped Tesco Mobile become the challenger brand that looks after its customers in a category that doesn’t.