Trouble Maker

See The Light

Objective

The brief from iD Mobile was straightforward: help the nation to realise that they could save money by switching to iD Mobile. ‘See the Light’ aims to encourage those on a 'major network' (the MNOs) who are blindly paying more than they need to that they could save an average of £240 a year on their phone plan. The four MNOs still represent circa 70% of the UK market so the opportunity for iD to attract new customer from this market is sizeable.

Approach

This campaign has been an absolute joy to develop; one where all the planets aligned – a brave and witty client with an amazing product, a fantastic comedic director in Ben Murray, and one of the country’s most recognisable dry observational voices in Matt Berry. This combination has also delivered a compelling and memorable tranche of work for iD Mobile’s sponsorship of Bright Entertainment on E4 and an ownable and disruptive campaign perfect for VOD, OOH and Audio.

iD Mobile's ‘See the Light’ campaign is another step for the brand who want to cement their status as the 'home of value' in the UK market. For a third successive time they’ve been recognised by Which? for ‘Great Value’, and were recently awarded ‘Best Contract Value for Money’ and ‘Best Network for Data’ provider at the 2024 Uswitch Telecoms Awards.

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