Planning - 

With the ‘Summer Roaming’ campaign, Tesco Mobile wanted to target summer travellers to make them aware of their offer of no EU roaming fees. So, we planted OOH screens at departures in major UK airports like Gatwick, Stansted, Luton, and Birmingham targeting prime customers. With high foot traffic and long dwell times, these airports were the ideal spots to reach an engaged audience. We timed the campaign—coinciding with the peak holiday season— to ensure maximum relevance and impact. A key part of the planning involved integrating real-time flight data to keep the messaging dynamic and personalised.

Strategy - 

The strategy was all about targeting non-Tesco Mobile customers who are on less helpful telcos and reminding them of all the fun they'll be missing out on when they land on their holiday destinations, as they're about to board their plane. The campaign brings to life how 'It Pays to be Connected', thanks to Tesco Mobile and their no EU roaming fees.

By delivering countdowns to departure times and customising headlines based on the destination and current cultural events, the campaign made Tesco Mobile’s "No EU roaming fees"  proposition feel like a must-have travel essential. 

Execution - 

Execution brought the strategy to life with a vibrant DOOH campaign that blended real-time flight information with insight driven, playful, destination-specific headlines. 

Travellers were greeted with dynamic countdowns to their departure times and engaging messages like, “...til you can’t live-stream your restricted view of tay-tay,” followed by, “Unless you’re on Tesco Mobile, with no EU roaming fees this year.” This fun twist cleverly highlighted the benefits of Tesco Mobile no EU roaming fees, especially for fans heading to Taylor Swift's European tour.

But the campaign didn’t stop at Taylor Swift— it expanded to celebrate seamless connectivity with bespoke messages linked to various European cultural events. Live in major UK airports, the use of real-time flight data through airport APIs, kept the content fresh and engaging, ensuring it captured the attention of thousands of travellers. By targeting high-traffic, high-dwell-time locations, the campaign effectively reached a captive audience precisely when they were most focused on staying connected during their travels.