© Direct Relations Limited 2014. Springwell House, 9 Springwell Court, Holbeck Lane, Leeds LS12 1AL dR-agency.com CASE STUDY TESCO MOBILE IRELAND LAUNCH www.dR-agency.com© Direct Relations Limited 2014. Springwell House, 9 Springwell Court, Holbeck Lane, Leeds LS12 1AL dR-agency.com CASE STUDY Tesco Mobile Ireland Launch Objective National Launch Campaign Channels TV, radio, national press, direct marketing and in-store POS Sector B2C Background Tesco Mobile is a successful joint venture, MVNO (mobile virtual network operator) agreement between Telefónica O2 UK and Tesco plc. The brand offers customers value, simplicity and choice, as well as supermarket style offers and the chance to earn Clubcard points when buying handsets and call time. In 2007, following on from the

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