Tesco Mobile is spotlighting its lack of EU roaming charges in a new digital out-of-home campaign running across some of the UK’s busiest airports.

Created by London agency BBH in partnership with EssenceMediacom, GroupM OOH and DOOH.com, ‘Summer roaming’ makes use of live flight data to generate digital countdowns with bespoke copy produced for each location.

Each work highlights something that customers wouldn’t normally be able to do without free roaming such as “posting reels in real time” – unless they have Tesco Mobile that is.

“We’re in the midst of a captivating summer of sport, music and entertainment and with so many families looking forward to travelling this summer, our campaign serves as a timely reminder that it pays to be connected with Tesco Mobile,” Tesco Mobile chief customer officer, Rachel Swift said.

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“No EU roaming fees means our customers can take their minutes, texts and data with them while they travel this summer; they won’t have to miss a moment.”

Set to run for the next three weeks, the work will be visible across Gatwick, Stansted, Luton and Birmingham airports, forming part of the network provider’s ongoing ‘It Pays to be Connected’ brand platform.

BBH London creative directors, Genevieve Gransden and Selma Ahmed added: “Airports are a hub for generic messages so it’s been really fun to bring data and creative together to make something that feels fresh and dynamic.

“By using live flight times we’re able to play off the idea of ‘FOMO’ with a real sense of urgency that makes the work stand out from everything else around it.”