Tesco Mobile

Tesco Mobile ran on 6,000 Traincards for 2 weeks in April/May as part of an integrated campaign including press, taxis and underground promoting unlimited calls, texts and browsing. The Traincards ran on routes throughout London and the South East.

Key findings:

• 11% of all passengers spontaneously recall noticing advertising for a mobile phone network on the train, with 43% of these respondents mentioning Tesco Mobile.
• 52% of train travellers feel they have seen it elsewhere, primarily on TV, but also in Tesco stores, in the press and on posters, particularly on the tube.
• The advertising is seen as being clear and easy to understand (86%) and informative (81%).
• A majority of these passengers feel the advertising is aimed at people like them (56%) and 26% say that it makes them more likely to consider Tesco Mobile.