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Tesco Mobile launches “biggest ever” ad campaign to promote EU roaming

James Pearce
June 23, 2016

‘Smile, you’re on Tesco Mobile’ campaign will air on TV from today (June 23) and market MVNO’s roaming bundle that launched last month

Tesco has launched a new TV advertising campaign to promote its new roaming offer that gives its customers access to their minutes, texts and data in 31 European countries.

The MVNO, which is a joint venture between the retail giant and O2, will see the campaign air on TV from today (June 23) to promote the Home from Home offer, which was announced last month.

The campaign, which has been created by advertising agency SapientNitro, centres around the misfortunes holidaymakers experience while travelling, from sunburn to cancelled flights. It positions the Tesco Mobile offer, which runs from May until September, as one less thing to worry about while travelling.

It will run for six weeks on terrestrial and satellite TV and VOD and will be supported by national press print ads, OOH and digital OOH placements, as well as in-store and social activations. Tesco customers will also be given a chance to win a holiday abroad, although no further details on this competition were available.

Tesco Mobile CMO Simon Groves said: “This is the biggest integrated brand campaign ever launched by Tesco Mobile, with TV spots supported by large scale out of home, press, digital and PR activity.

“We’ve led the industry with our commitment to do away with roaming charges for summer 2016 and we wanted to tell the nation in a way that really resonates – with humour and understanding about all those little frustrations that can affect people’s holiday experiences. This service is another great example of how we’re helping our customers enjoy a better mobile experience.

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