Tesco relaunches mobile business

By Marketing Week 9 Jul 2008 4:27 pm

Tesco Mobile is relaunching the business supported by a major marketing drive. It has also unveiled a fresh brand identity as part of the revamp, which begans today (July 9).

Tesco Mobile, a joint venture with 02, says the new identity is aimed at attracting a broader range of Tesco customers. The company sells Tesco Mobile branded services in Tesco stores, using the 02 network and technology. Tesco Mobile says the new logo is intended to reference both its parent brands.

The company is also introducing a new, single pay-as-you-go tariff. The new plan replaces four existing tariffs in a bid to “make life simpler” for customers and offers customers Tesco Clubcard points when they top up.

The marketing push will focus on Tesco Mobile’s coverage, tariffs, rewards schemes and flexibility. The campaign, created by Red Brick Road will include radio, outdoor, magazine activity. An online campaign, by digital specialist One Ninety, will run simultaneously. Media planning and buying is by Initiative.

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