What it had to solve
As spending habits changed ahead of a downturn after Covid-19, Tesco Mobile wanted to lean into its USP as the only mobile network that can help feed the family for less. New and upgrading customers on eligible pay-monthly contracts would get six months of Clubcard Plus at no extra cost.
The idea
Make a mobile deal feel like a magic trick: open the phone box and out comes a whole Tesco shop to feed the family.
How it works
BBH created a through-the-line campaign across TV, radio, out-of-home and social. In the TV advert, directed by Alex Southam and produced with Black Sheep Studios, a young father excitedly unboxes his new Tesco Mobile device and, to his surprise, a full Tesco grocery shop emerges from the box to feed his whole family. Clubcard Plus is worth savings of up to 40 pounds a month in store.
What it did
LBB's report of 27 July 2020 gives no results. Its stated aim was to connect with money-conscious shoppers during the Covid-19 downturn.
Background
In July 2020 Tesco Mobile launched a multi-channel campaign from BBH London aimed at money-conscious shoppers. Its unusual selling point was a grocery benefit: new and upgrading customers on eligible pay-monthly contracts received six months of Clubcard Plus free, worth savings of up to 40 pounds a month in Tesco stores.
The TV spot made the offer visual. A young father opens the box of his new Tesco Mobile device and finds, to his surprise, a full grocery shop emerging from inside, enough to feed his whole family. Tesco Mobile's CMO Rachel Swift said the team put the money-saving opportunities at the heart of the message 'with a touch of magic'.
BBH's creative directors Phil Holbrook and Stuart Royall said an offer of up to 40 pounds off a grocery shop was an unexpected one for a mobile network, so they wanted the campaign to be equally surprising across TV, outdoor and radio, capturing the feeling of getting more than you expected.
Why it lands
A shop emerging from a phone box makes an abstract perk concrete and instantly funny.
The surprise in the ad matches the surprise of the offer itself.
Tying the network to the Tesco family positions it differently from rival mobile brands.
The timing spoke to households facing financial pressure from the Covid-19 downturn.
What you can take
When the benefit is surprising for the category, a literal bit of magic, getting more than you expected, carries it better than a rate comparison.
Since then
LBB's article covers the launch only and gives no later results.
FOLLOW THE EVIDENCE