TESCO MOBILE
"UNBOX MORE" CAMPAIGN

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The pandemic had kicked the UK economy into ‘Code Red’ territory, which meant the nation was starting to tighten its belt. So, instead of offering more minutes or texts, or the same nice-to-have streaming packages as everybody else, we offered customers savings on something they couldn't do without: their weekly groceries.

I worked with Tesco to give every customer feeling the pinch a whopping £40 off their shopping every month by including free membership to the upgraded loyalty scheme Clubcard Plus.

The biggest financial drain for mobile networks is customer churn at the end of the standard two-year contract. In the UK telecom market, stealing customers from legacy networks (like EE or Vodafone) usually triggers expensive price wars or handset subsidization battles. The Clubcard Plus integration bypassed this by offering tangible household savings.

In addition to a supercalifragilistic TV commercial, the creative idea was translated across OOH, print, social, digital, and radio.

The campaign reached almost 22 million individuals across all media and six million Clubcard users on social channels.