Tesco Mobile to launch heavyweight TV campaign

Tesco Mobile is launching a heavyweight TV campaign to promote its “Triple Your Credit” pay as you go tariff.

The TV ad, created by The Red Brick Road, begins with three “philosophical” settings including a woman on a mountain, a hippy in a tree and a man on a pogo stick in an office, each describing how they want to live in a world that can transform “‘a whisper into a shout’, ‘darkness into light’ and an ‘office into a playground’.”

It then cuts to a straightforward message about Tesco Mobile’s pay as you go “Triple Your Credit” tariff, which transforms £10 into £30 credit.

The mobile network, owned by the supermarket giant aims to “communicate an alternative to the complexity of the mobile world by offering a simple and straightforward service that is great value and easy to use.”

The campaign includes 40 and 30-second TV ads and cinema ads. These will be supported by outdoor and press ads. The online activity has been created by the digital and direct agency Ruby.

Tesco Mobile has also adapted the tariff so that customers can benefit from a reward of triple credit by topping up £10 a month.

Tesco Mobile says: “We have a down to earth, no nonsense approach to mobiles. Our aim is always to champion the consumer and this new campaign clearly communicates the benefits of the “Triple your Credit” tariff to our pay as you go customers.

The campaign follows its pay monthly ‘Unlimited’ campaign last year.


The responsive consumer is back (but not to 2008 levels)

Marketing Week

Responsiveness to marketing among consumers has risen for the third month running, the first such consecutive period rise since May 2008. According to The Marketing Response Index tracking study carried out as part of The British Marketing Survey, part of DataTalk Research, responsiveness in December 2009 stood at 83.7. The tracker is indexed at 100 for May 2008, before the recession hit spending.


    Leave a comment