Launch of International Proposition for Tesco Mobile Michele O’Briain
Background/Positioning/Targeting •Tesco Mobile – Mobile Virtual Network Operator •Operates on the O2 Network •Jointly owned by O2 and Tesco •Originally launched November 2007, re-launched April 2009 •Positioned very firmly as a challenger brand competing with the big 4 networks •Followed focused targeting strategy initially offering only one pre-pay mobile plan •Our advertising positioned Tesco Mobile as a value brand by featuring direct price comparisons with O2, Vodafone and Meteor
The Challenges • Need to acquire more new customers and increase sales • Very little budget for marketing • No budget for customer and market insight - vital to guide strategy
Customer and market insight • CSO figures (420k) broken down by County and town for non nationals plus Embassy figures • Analysis of previous Tesco Mobile customer sales information – top destinations etc • Customer insight studies done previously by shareholders and our media agency provided insight on non national internet usage, press readership, transport used, price consciousness, multiple mobile ownership, deal hunting profile of potential customers • Primary research completed - Analysis of competitor pricing and promotions
Campaign objectives • To build awareness of the Tesco Mobile International Proposition among key target audiences • To reinforce Tesco Mobile’s position as a key challenger brand in the Irish mobile market • To communicate the propositions key value message • To highlight the convenience and quality of using Tesco Mobile versus call cards • To encourage customers to order a free SIM online or buy one in store • To drive sales
The Plan • Highly targeted 4 month campaign • Outdoor and Press • Online banner ads and Google keyword ads • In-store point of sale • Public relations campaign
Outdoor campaign • Proposition launched with 3 Promotional Bikes at Festival of World Cultures July 2010 • Combination of 6 sheets, citylights and purchase points • Commuter cards on Buses, Arrows & DART • Straplines on Luas Red Line (The O2 to Tallaght) • All in targeted high volume non national areas
Outdoor posters/Commuter cards
Press Campaign • Full and half page colour translated ads in targeted press • Polish – Nasz Glos – 24k • Lithuanian - Lietuvis – 16k • African – African Voice – 17k • Latvian – Sveiks – 15.5k • Chinese – Tiao Wang – 55k
Polish and Latvian Press Ads
Online banner campaign • Various size banner ads – targeted and translated • Polish - Gazeta, O2.pl and Nasza Klasa.pl • Lithuanian - Dragus.lt and Lyrtas.lt • Chinese – Irelandbbs.com
Keyword campaign • Approx. 300 keywords chosen initially • Various ad texts tested • Keywords & texts refined based on results • Keywords – Tesco, Tesco mobile, cheap calls, international calls, cheap calls to country X
In-store point of sale • Targeted cost effective promotion in Tesco stores • International leaflets on Tesco Mobile stand and promotional ends • Off fixture displays selling SIM cards • Shelf talkers and promotional flags (English & translated) in key international food sections • Window stickers all Tesco stores
Shelftalkers/ Window stickers
Public relations campaign • National launch photocall with 5 models in bikinis of featured countries – UK, China, Poland, Lithuania & Nigeria • Press releases (English & translated) sent to key national media, country specific media plus personal finance and online media • Experiential targeted feet on the street campaign distributing leaflets – prize draw/like Facebook push • Sponsorship Polish Film Festival
The Star PR coverage
Experiential Jervis Street
Other critical project tasks • Technical changes – finalizing, uploading and testing rates • Website upgrade to allow free SIM ordering and promotion of new proposition • SMS to existing customers to announce new rates • Update training materials, train sales staff • Brief customer care
KPI’s • Increased Brand Awareness levels • Grew online website and Facebook traffic • Gained good PR coverage in national and foreign press • Received good exposure for proposition in Tesco stores • Delivered SIM ordering targets