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‘Smile, You’re on Tesco Mobile’ ad talks up the benefit of EU roaming freedom

Tesco has launched a UK ad hitting home the benefits of Tesco Mobile’s EU roaming service.

‘Smile, You’re on Tesco Mobile’, is SapientNitro’s first integrated campaign for the account since winning it in July 2015.

The ad will debut on ITV during Coronation Street, 23 June, and puts in the spotlight the calamities that can derail holidaymakers. It will run for six weeks on terrestrial and satellite TV and VOD, supported by national press print ads, OOH and in-store and social activations.

Simon Groves, chief marketing officer at Tesco Mobile, said: “This is the biggest integrated brand campaign ever launched by Tesco Mobile, with innovative 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.”

Mark Hunter, executive creative director at SapientNitro, said: “Tesco Mobile is the people’s mobile brand. The telco that gets you. As such we wanted to make a spot that reflects a side of life everyone will recognise – in this case, the sometimes less than sunny side of holidays in the sun. The good news is that, thanks to their lack of EU roaming charges, Tesco Mobile won’t let you down when travelling abroad.”

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