Mother’s Day more inclusive in Tesco Mobile campaign

Tesco Mobile launched a new OOH campaign that aims to make Mother’s Day more inclusive. The campaign, devised by creative agency BBH London, encouraged the public to call their mother on March 30. It included targeted executions based on popular terms used for mum, such as Ummi, Ma, Mam, Maw, Maa, Ammi, Mā, Mom and Mama. The campaign aimed to remind people that even if they don’t celebrate Mother’s Day, a “simple call to their mother is enough”. It came after the brand launched its ‘It pays to be connectedʼ creative platform, which was also devised by BBH London.