Introducing ‘Roaming’ Keating

Client: Tesco Mobile

Tesco Mobile wanted to use its no EU roaming fees offering to make noise and grab attention, and we quickly discovered that you say it best when you have a little pun…

After uncovering a 205% YOY increase in engagement on content to do with 90s music, we recruited lead singer of the third top-selling band of the period - Ronan Keating - as our Official Roaming Ambassador. The performer changed his name to ‘Roaming’ Keating on social media, before 'roaming’ around Tesco Mobile stores during January. ‘Roaming’ surprised those who spotted him with impromptu performances of his most famous hits with roaming twists (including ‘you say it best when you call from Charles De Gaulle’ and ‘life is a Montaña Rusa, just gotta ride it’) and free holiday vouchers for a few lucky winners. Viral footage of his impromptu performance and a strategic sell-in approach to media resulted in: a coverage reach of over 55 million, the highest share of voice of all competitors; a 7% YOY increase in spontaneous awareness; and a 3% increase in prompted consideration. Words don’t come easily, but a strong celebrity partnership does. And when paired with a strong PR approach, it can create huge business impact.