Colleagues are the beating heart of any business, and for Tesco Mobile, the UK’s fifth biggest mobile network, are an award-winning bunch with big ambitions.  But they’re part of a much bigger team: the Tesco family. Like any family, they like to do things together- but don’t always get enough time face-to-face.

Interesting then, that we were tasked with bringing to life Tesco Mobile’s Family Perks brand campaign, to colleagues across the Tesco business. With the brand campaign bringing to life day-to-day family dramas, there was one we were particularly equipped to help with: sorting family tech troubles.

Our creative activation needed not only to excite Tesco Mobile colleagues, but ensure that their fellow Tesco colleagues, from Tesco Bank to Tesco fulfilment centres, were introduced to Tesco Mobile as their network of choice; with exclusive discounts. No biggie.

From Slough to Aberdeen, we took our experiential Family Perks Roadshow to 11 Tesco Mobile, Tesco Bank and Tesco main brand locations; bringing fun, live activation to everyone across the Tesco brand. We even welcomed colleagues into our family living room; complete with a sofa-come-photo-booth, with custom hashtag printing, and a feast of fresh popcorn and Tesco Mobile blue candy floss. Promotional staff were on hand to drum up entries to an exclusive competition for colleagues to appear in the next TV advert. We even teamed up with Tesco Mobile Phone Shop Managers from each area to answer each and every network query, to make sure that, as part of the wider Tesco team, colleagues knew they had access to award-winning service and value at an exclusive price- for their own family, too.

The result was the brand’s largest live colleague activation to date, with over 3000 colleagues engaged and a host of brand new network sign-ups. Not only did we introduce the network to thousands of colleagues, but made sure they had a souvenir photo and were clued up on their phone tariff, to boot; and not one family argument.