Helping family mobile life
The challenge
Tesco mobile wanted to be the brand that stands out in a minefield of competitors that can keep families connected and live a more balanced digital life.
The insight
Mobile phones can be one of the most divisive aspects of family life. We recognised that it’s the children in the household who are the real experts in using mobiles - and sometimes it’s the parents with the worst screen habits.
the idea
We worked with a group of families to create a blueprint for healthy and harmonious mobile use.
THE ACTION
We got children to teach their parents about meme culture and social media use, we asked one family to live without phones for a week and we created a knowing ‘cut out and keep’ contract for families to agree their screen time limits. Instead of seeing mobiles as a divisive thing, the campaign sought to nurture the generation gap by bringing families together through mobiles.
