Tesco Mobile Ireland: From little voice to big voice

Agencies: Chemistry and Initiative

Introduction & Background

Tesco Mobile is a little like Jane Horrocks' character in the film "Little Voice". The character is called Little Voice because she barely speaks - and when she does, it's not much above a whisper - but that all changes very dramatically when she sings. Singing, her voice is anything but little, which helps her step outside of her shadow to gain attention and great admiration.

Launched in 2007 as a mobile virtual network operator (using O2's existing network), Tesco Mobile had struggled to establish any voice within the mobile telecoms market. There were perception issues as regards network coverage, range of handsets and poor customer service. Their main competitors had clear identities whereas Tesco Mobile was seen as a pet project of Tesco, Ireland's largest retailer who 'dabbled in the mobile phone market'.