Literature-Themed Telecom Campaigns

Tesco Mobile and Chloe Combi Partnered for Bare Expectations

Tesco Mobile and Chloe Combi have partnered to help the parents of Gen Z and Gen Alpha consumers better understand the lingo that they use. The campaign includes a modern-day adaptation of the classic Charles Dickens novel Great Expectations entitled Bare Expectations alongside a Safe Start offering from Tesco Mobile. The campaign is arriving at the perfect time to coincide with the back-to-school season when parents will be looking to line up their kids with new phone lines to stay connected.

Combi commented on the Tesco Mobile campaign saying, "Teen slang has always existed, but today’s language is evolving at a pace we’ve never seen before. A word or phrase can emerge as a social media craze one day and become everyday language the next. Bare Expectations is a fun way of showing just how much communication has evolved by taking a story parents already know and translating into the language many of them don’t, helping them to better understand their children’s world and start more confident conversations.”

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