In our campaign for Tesco Mobile, we launched a groundbreaking digital out-of-home (DOOH) campaign that integrated live flight data to highlight the benefits of no EU roaming fees. This dynamic campaign, designed to ignite summer FOMO (fear of missing out), ran for three weeks in major UK airports and was the first of its kind to utilise live flight information through airport APIs.

The campaign in partnership with with BBH London, EssenceMediaCom, and GroupM OOH centred around a powerful message: “It pays to be connected.”

By displaying a live countdown to flight departure times, along with tailored straplines for each destination, we reminded non-Tesco Mobile customers of the conversations and social media interactions they’ll miss out on during their summer travels. 

This innovative ‘Summer Roaming’ campaign was the first time one of our creatives incorporated live flight information. Leveraging real-time data, the campaign was updated to show flight numbers, destinations, and departure times. Travellers saw countdowns to their flights, accompanied by bespoke headlines that connected to cultural events or popular activities at their destination.

For example, those flying to a city to watch Taylor Swift’s Era’s Tour saw a countdown to the flight, along with the message, “…til you can’t live-stream your restricted view of tay-tay.” This was followed by the tagline, “Unless you’re on Tesco Mobile, with no EU roaming fees this year.”

On the campaign, our Creative Business Director, Steven Dennison says: “The ‘Summer Roaming’ Tesco Mobile campaign is a testament to innovation and engagement. This is exactly what Dynamic campaigns are about – bringing fun, relevant content to screens, that not only engages with the target audience but is actually useful to passersby. It’s great to see big-name brands continuing to pursue campaigns in this way.”