We Banished Average

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We’ve all come accustomed to settling for average. Why? Exactly. This was the new positioning we established for Tesco Mobile, ‘Banish Average’. Why settle for average network coverage when you can get 99%? Why pay more for 4G when you can get it for free? Why this, why that?

Our thinking was that TM doesn’t do average, nor should you. So, we set out to Banish Average one step at a time starting with the mundane commute we all hate.