The Challenge To launch Tesco Mobile Ireland (TMI), Irelands first virtual mobile network service, in partnership with O2. Working as virtual marketing team with a single contact in Ireland our brief was wide ranging from initial brand development through to actual delivery of all launch material to agreed schedules and budget. The Solution Development of the identity, with a focus on the Tesco brand, whilst adding a personality that is clearly Tesco Mobile. Then a launch plan, maximising impact and coverage to cover the whole customer journey. Making the most of being the newest network: TV, radio and press to drive traffic Mailings to core market of existing Tesco customers through Clubcard Digital activity to push to website Communications to drive in store traffic from car park banners to overhead POS All sales leaflets and Welcome Material Internal communications and promotions to secure staff support Then phased activity to Christmas: New promotion to refresh the offer message Christmas message - to maximise seasonality, particularly opportunities in the gifting market The Result Maximum impact for Irelands new mobile network - among both prospects and competitors. TMI Launch objectives achieved. TMI has retained the Agency beyond the initial launch for the 2008 marketing delivery.

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