To showcase the unparalleled flexibility of Tesco Mobile's 4G service – giving customers the ability to switch data on/off, control monthly usage, and cap contracts.

We developed an innovative social-first campaign centred around 'The 4Gs,' a highly flexible musical band. a direct metaphor for the service's flexibility.

Leaning into user-generated content. We launched a social media campaign inviting users to share the benefits of flexibility, then transformed the most creative entries into personalized jingles. Each jingle filmed, edited, and delivered back to the user within one hour, showcasing the brands flexibility and responsiveness.