iD Mobile Spoofs the Conventions of Tech Launches in Latest Campaign
iD Mobile is celebrating its feature packed SIM with a new campaign, which parodies the fanfare that surrounds new tech launches – but this time, the hotly anticipated product is in fact, an iD SIM card.
The excitement kicked off when iD Mobile recruited tech influencers MrWhoseTheBoss and GadgetteHQ, to drop teasers on their social channels in the form of ‘top secret’ sim card blue prints and ‘leaked’ specs mirroring the endless rumours we have come to expect from new product launches.
The campaign, available to view here, is then followed by a slick CGI announcement video showing the iD SIM in all its glory, down to the smallest detail. A classic unboxing follows, highlighting the main features of the feature packed SIM; Data Rollover, Bill Capping and Inclusive Roaming.
And no launch would be complete without an interview with ‘die-hard’ fans, of which at least one would have camped out for two weeks without a shower.
Created by digital engagement agency AllTogetherNow, the campaign will run across iD Mobile’s social channels (Facebook, Twitter and YouTube) from now until the beginning of October.
Mark Bowles, Head of Marketing for iD Mobile, comments: “Our digital-only campaign aims to target our core 18-34-year-old audience with our great value SIM only deals in a fun, relatable and light-hearted approach. The market for SIM Only is growing and iD is the only network that offers Data Rollover, Bill Capping & Inclusive Roaming in 50 destinations on all our post pay plans.”
Sam Willard, Creative Director at AllTogetherNow, says: “There’s always lots of hype around new launches, and we also know that the iD Mobile audience loves its ‘SIM only’ proposition. So, here we are having some fun communicating this to the target audience to drive excitement around the sim card, playing on the traditional unveiling process that goes with them.”
The culmination of the campaign will see iD Mobile give their Facebook fans the chance to win a ‘golden sim’ and a selection of tech products.
iD Mobile offers some of the best value SIM only deals around, packed with perks to give you control and save you money. Along with speedy 4G, their ‘SIM only’ deals offer flexible 30-day rolling contracts. All plans come with data rollover, bill capping and inclusive roaming in 50 destinations in the EU and beyond.
Strategy: Flora Proudlock
Producer: Benedict Murray
Managing Director: Steve Parker
Designer: Elizabeth Yap
Creatives: Lauren Hurst, James Kemp and Helen Rogerson
Creative Director: Sam Willard
Creative Agency: AllTogetherNow
Art Director: Becci Salmon
Account Management: Joe Chalmers & Jess Shearing
Media Agency: Blue 449
Editor: Danny Vaia
Post Production / VFX
Post Production House: Smoke & Mirrors
Production Company: Hoot Entertainment
Producers: Dominic Bunjevac & Mathias Giley
Director: Rob J Madin
Category: It, phones, Av and computers , Phones