Tesco Mobile chills costs with ‘Frozen Prices’ OOH campaign

Tesco Mobile has launched a visually arresting Out-of-Home (OOH) campaign to announce the extension of its “Frozen Prices” initiative for Clubcard members. Developed by BBH London, the campaign utilizes high-impact, minimalist creative to cut through the noise of the value-driven telecommunications market. The visuals feature iconic Tesco Mobile devices and branding literally encased in thick, cracked blocks of ice, serving as a direct metaphor for the brand’s promise to lock in prices and protect consumers from inflationary hikes.

The campaign strategy focuses on “the power of the lock,” emphasizing the long-term price certainty offered to customers. By placing these “frozen” assets across high-traffic transit hubs and digital roadside screens, the brand effectively communicates its value proposition at a glance. The use of macro-photography and high-definition textures makes the ice appear hyper-realistic, turning a standard functional message into a premium visual spectacle that commands attention in the urban environment.

By centering the narrative on “freezing” costs, Tesco Mobile leverages its OOH presence to position itself as a consumer champion during a challenging economic climate. The campaign demonstrates how simple, metaphor-driven creative can transform a complex pricing policy into a memorable and highly effective outdoor execution.