Tesco mobile has launched a new brand platform entitled “It pays to be connected” in order to emphasise the benefits of belonging to community, only with a hint of British sarcasm.
Created by BBH, the first TV advert of the campaign entitled “Pavement Pounders”, features a person named Kam describing what it is like belonging to his work’s running group, which he regrettably joined at a leaving party.
Due to being part of Tesco Mobile, which offers no EU roaming fees this year, he gets constant messages from his boss about her training in Portugal, which prompts him to switch…because the connection is just that bit too good.
Directed by Fred Rowson and produced by Blink, it is the first of three films that take viewers to the heart of different, yet very relatable group chats.
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BBH London creative directors Selma Ahmed and Genevieve Gransden said: “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 actually 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 the group chat near you.”
Tesco mobile chief customer officer, Rachel Swift added: “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. ”
She added: “Tesco Mobile pays 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.”
