48 Mobile Champions Value Seekers in Smug OOH Campaign

The Public House has launched a new OOH campaign for 48 Mobile, building on the network’s ‘Good Call’ brand platform which launched in 2022. 48 Mobile continue championing value seekers who know a good deal when they see one. 

There’s nothing quite like the feeling of knowing you have found a truly great deal, especially at a time when that feels scarce. That’s the ‘Good Call’ ethos. 

In the latest iteration of this campaign, 48 Mobile are now focusing on their customers' real emotional experience - showing how they feel when they get this great value, and subconsciously know they're one-upping their friends. Getting all data plus all the calls and texts you could need for €12.99 a month, while everyone around you pays through the nose is one little way people can feel smug. 

The Public House enlisted the help of internationally renowned photographer Alex Telfer to capture and personify that smugness. Alex said of the work “As soon as I saw the initial creative concepts, I loved this campaign. I have shot a lot of advertising campaigns over a 32-year career and it’s always the simple ideas that resonate the best, where photography and headline work in perfect harmony together. The whole idea of everyday people feeling smug about their choice of mobile provider is beautifully, yet directly summed up with this work and it was also a great pleasure to shoot. The team from 48 Mobile, The Public House and my crew all had a blast creating it, I’m really looking forward to seeing it out and about.”

Sayed Hajamaideen, 48 Mobile’s head of brand and marketing added, “We love championing customers who make a good call. This campaign articulates how customers feel when they make the great decision to switch to 48 Mobile. When you move to 48 Mobile from another network, you get truly unlimited data with no hidden charges, no long contracts, an award-winning network and the affordability benefit of Ireland’s best value pre-pay plan at €12.99 a month. That’s sure to give you something to feel smug about.”

Mikey Curran, associate creative director at The Public House, added, “Smugness can often feel like a negative, equal to being brash or cocky. But in the right context… this context, smugness can express positivity. Nobody decides to feel smug, it just happens, and you can’t hide it. Alex did a beautiful job capturing the micro-moment of 48 Mobile customers not being able to contain their excitement. It’s true what they say, the best ideas are sometimes the simplest, true ones.”

Zenith, part of Core, handled the media planning and buying for this campaign, with OOH, social, digital, and radio and digital audio live from Monday 21st October. 

This work is another example of The Public House’s anti-formula approach to building attention-grabbing work that matches their agency philosophy of ‘Boring Doesn’t Sell’. The independent creative shop works with a diverse portfolio of ambitious clients such as FBD Insurance, EPIC The Irish Emigration Museum, Dunnes Stores, Cadbury and Barnardos.