Tesco Mobile - Year 1 #NoJoke / Year 2 Banish Average / Year 3 Wake Up

There's nothing funny anymore.

Tesco Mobile was a dull brand with zero personality, but it was genuinely a decent mobile network provider and we needed people in the UK to give it a chance. So we were tasked to reinvent the brand and over the next three years, we did just that. I creatively led the account, setting out the tone of voice, and year on year generated over 500,000 new customers for the brand.

Idents, social content & social

#NoJoke Case study

#NoJoke tone of voice

PR

#NoJoke - 'Handsets' ident

This was one of a series of idents that I created to tease the campaign.

#NoJoke - The Call

'Cupboard' by The 4G's: The most flexible band in the world

This was one of a series of online films we created to highlight Tesco Mobile now has flexi 4G. On social, we asked people to tell us what's good about being flexible. We then chose the most interesting responses and wrote a bespoke jingle, filmed it, edited it and sent it back to them within an hour. Mic. Drop.

'Country' by The 4G's: The most flexible band in the world

7 films created in 7 hours

Year 2 - Banish Average

Now people stopped taking the mickey out of the network, we wanted to tell them that Tesco Mobile was far from average and you shouldn't put up with it. And so we wanted to banish average one step at a time - starting with the mundane commute we all hate.

#Banish Average - Smashing Pumpkins

During the build up to Halloween the client wanted to do a phone giveaway. But competitions are usually pretty average so we proposed running a live competition on social instead. The game was pretty simple - guess how long it would take three crazy Mexican wrestlers to destroy a bunch of pumpkins.

Year 3 - Wake Up

Even though we had accumulated more than over a million new customers, they were still pretty small fish and research showed us that a lot of people in the UK still didn't know about them. So we launched with TV, online and social around the idea that every day we're oblivious to great things around us, that's why we're waking up the nation from the slumber of ordinary mobile service. The ad above was called 'Oblivious' - it was a beatboxing billboard...a billboard people couldn't ignore.

I loved working on this brand and I'm proud of the work. But after three years of running the account, I moved to R/GA and three months later the agency lost the account and sadly the brand lost its distinctive voice.