Tesco Mobile has launched a new brand platform ‘It pays to be connected’ in a bid to showcase the benefits of staying connected to local groups via various group chats- all powered by the telecoms giant.

In partnership with BBH London, the first advert of the campaign entitled “Pavement Pounders”, features Kam describing what it is like to be apart of his works running group, which he joined at a work leaving do.

Subscribe to Mobile Marketing Magazine

Click here to get the latest marketing news free in your inbox every Thursday

As a result, thanks to Tesco Mobile’s no EU roaming fees, Kam is constantly being updated by his boss about her training in Portugal, which prompts him to switch to Tesco Mobile.

The spot, directed by Fred Rowson and produced by Blink, is the first of three films that take viewers to the heart of different, yet all too relatable group chats.

Tesco Mobile Chief Customer Officer, Rachel Swift, said: “As a business, we care deeply about human connection. That’s why our new brand platform highlights the many ways it pays to be connected to the Tesco Mobile community.”

“Customers can roam freely in the EU this year, take advantage of our frozen contracts with clubcard prices and stay connected through our 99% network coverage. ”

She added: “Tesco Mobile pays a vital role in helping people stay connected to their communities wherever they are, whatever they’re up to, which is why the campaign is rooted in day-to-day connection with friends, colleagues and family, with a little help from our friendly Tesco Mobile colleagues.”

BBH London Creative Directors, Selma Ahmed and Genevieve Gransden, continued: “We all have a group chat (or 20) that we love to hate and hate to love! So making something that feels reflective of how we actually use our phones has been a joy.

“This campaign is just the start of a new era for Tesco Mobile and who knows, maybe the ads will end up on the group chat near you.”