How should iD Mobile communicate their competitive pricing to the UK public, but in a way that is humble, humorous and entertaining? That was the challenge.
With 12 competitors in a crowded space spending much more than us, we need something that could cut through and establish an ownable framework for iD Mobile moving forwards.
Over half of ‘deal-seeking millennials’ feel they overpay for mobile services, yet 30% choose to stay on their current plan without exploring cheaper alternatives.
Most of the market are telling consumers to AVOID BIG EXPENSIVE contracts or that there’s too much jargon and complexity.
We wanted to separate ourselves from the ribbing and snarkiness, and just purely communicate all-out excitement and joy, asking people to SEE THE LIGHT!
Our platform sees a number of different everyday Brits in everyday situations interrupted and ‘awakened’ by the
chance to save on iD Mobile.
We humorously dramatised everyday moments of 'realisation' through 2 vignettes, that were brought to life with the voice of our campaign, BAFTA award winning comedian and actor Matt Berry.
It was important that our message hit the right tone - the confidence of our brand, but also tapping into that unique British wit, parody and self-awareness that also keeps the comms relatable.
Matt’s recognisable voice was the perfect executional cherry on top, allowing the grandeur of a moment of ‘realisation’ to occur in places like a waterpark, a fish tank, on the sofa or even on the bathroom.
We brought the See The light magic through to our E4 partnership as well - the platform was so strong, Channel 4 renamed their partnership package from Everyday Entertainment to ‘Bright Entertainment’ to accommodate.
The TVC was accompanied by a suite of assets for Out Of Home, digital, social and web.
The results have been strong so far, with higher recall rates than previous campaigns, and contributing to overall higher awareness with our Deal Seeking Millennials.
The platform has also helped iD Mobile achieve more and more supplier-funded investment.
iD Mobile surpasses 2m customers
- with 488,000 added in the last year.
Shortlisted for the prestigious MW Awards 2025 in the category
Excellence in Media and Telecom.
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