Tesco Mobile – Ideamaking Summary

Challenges & Insights

• Young customers don’t always prioritize calling family but appreciate the option when it’s free.
• The campaign needed to resonate with multiple generations, from teenagers to young adults who are away from home.
• Emotional storytelling drives higher engagement and brand loyalty.

Key Message

• “The most valuable connection, no matter the distance.”
• Tesco Mobile helps keep families close.
• A mix of rational (free calls) and emotional (family bonds) appeals to different audience segments.

Visual & Communication Approach

✅ Offline: Billboards, city lights, in-store posters

✅ Online: Social media (Instagram, TikTok, Facebook), PPC banners, influencer partnerships

✅ Key Visuals:

• Portraits of people smiling, laughing, or emotional while on a call
• Warm, authentic tones to capture real-life moments

Online & Social Media Copy Example

“Tesco Mobile understands that family comes first. That’s why we’re giving you the freedom to call your parents for free—so you can share every moment. Because the best connection is the one that truly matters. #StrongerTogether”