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Tesco Mobile launched its PAYG ‘Essentials’ product, targeting a 50+ demographic seeking mobile simplicity. The "Essential Words of the Year" campaign aimed to cut through market complexity by celebrating straightforward British language, mirroring the product's ease of use. 

One Green Bean enlisted Tom Daley and Gyles Brandreth; Daley's viral "flabbergasted" moment provided a modern hook, while Brandreth offered linguistic authority. This dynamic duo anchored hero content and extensive media outreach.

The campaign exceeded targets by 789%, achieving over 240 pieces of earned coverage and boosting Tesco Mobile’s share of voice from 17.5% to 38.9%, securing its number one market position. 

Tesco MobileClient

Essential Words Of The YearProject

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