Bafta-winning actor stars in mobile network’s new tongue-in-cheek campaign
Chaudhry brings his trademark deadpan humour to the launch film, ‘Control Room’, available to watch on iD Mobile’s YouTube channel. Hard at work in iD Mobile’s ‘Secret Customer Happiness HQ’, Chaudhry gets to grips with his new job as ‘Customer Happiness Officer’. Going the extra mile, he successfully takes on his customer happiness mission, spreading news of the network’s simple new plan that offers bill capping, inclusive roaming and data rollover.
Fans of Chaudhry and iD Mobile can follow the action as it unfolds in three further films – ‘Beach’, ‘Shower’ and ‘House Party’. Each one is based around one of the plan’s key features and will see the Customer Happiness Officer’s misguided attempts to go the extra mile for iD Mobile customers.
The campaign, created by digital engagement agency AllTogetherNow, will run across Facebook, Instagram, YouTube and Vevo and, for the first time ever, iD Mobile will also get snap happy on Snapchat.
Mark Bowles, Head of Marketing for iD Mobile, comments: “These films humorously bring iD Mobile’s commitment to customers and our new plan’s features to life for our 18-34-year-old audience. The digital-only strategy has been designed to maximise views and we couldn’t think of anyone better than Asim Chaudhry to partner with here as he perfectly embodies our obsession with our customers and light-hearted spirit. We hope you enjoy it!”
Sam Willard, Creative Director at AllTogetherNow, says, “From day one, iD Mobile has built the business around its customers. Nowhere is this more evident than in the creation of this new plan. Asim’s turn as bumbling Customer Happiness Officer, mixed with the bright, youthful and in-your-face art direction has resulted in a vibrant campaign that we’re confident will resonate with our audience.”
iD Mobile was launched in May 2015 and now has more than half a million subscribers across the UK. Built around the customer, the MVNO provides even greater value and control for UK mobile customers. For more information on iD Mobile go to: www.idmobile.co.uk and follow @ID_Mobile_UK, www.facebook.com/idmobileuk and www.youtube.com/idmobile
The creative campaign from AllTogetherNow will be amplified by M&C Saatchi PR, with media planning and buy from Blue 449.
For more information please contact M&C Saatchi PR on: ID@mcsaatchi.com / 0207 544 3600
Brand: iD Mobile
Head of Marketing: Mark Bowles
Marketing Manager: John Annoh
Social Media & Content Marketing Manager: Wasim John
Creative Agency: AllTogetherNow
Managing Director: Steve Parker
Creative Director: Sam Willard
Creative Team: Sam Willard & John McDonnell
Account Team: Joe Chalmers & Jess Shearing
Strategy: Flora Proudlock
Talent Broker: Melsie Bourne
Director: Jon Riche
Production Company: Hoot Entertainment
Production Company Producer: Dominic Bunjevac & Mathias Giley
Director of Photography: Carl Burke
Offline Edit: Matt Chodan @ Gorilla Editors
Post Production: Smoke & Mirrors
Audio Post Production: Unit Post Production
Agency Producer: Jo Dillon
Media Agency: Blue 449
Managing Partner: Lindsay Payne
Emma Putnam: Group Account Director (Planning)
Beth Abood: Account Director (Planning)
Francesca Darvill: Account Director (Digital Investment)
Daniel Hoey: Senior Planner Buyer (Digital Investment)
PR Agency: M&C Saatchi PR
Director: Danielle Heximer
Associate Director: Jessica Silver
Account Director: Amy Rowlatt
Senior Account Executive: Imogen Turner
Junior Account Executive: Olivia Simpson
Notes to editors:
About iD Mobile
Launched in May 2015, iD Mobile UK is Carphone Warehouse’s 4G network operator. Its flexible 4G plans are amongst some of the best value in the UK. These range from great value SIM Only deals, to plans that include the very latest flagship smartphones.
iD Mobile UK is built around its customers, and puts them firmly in control – they can cap their monthly spend, roll over unused data to the next month, and even roam like at home in 50 destinations at no extra cost. iD Mobile UK customers can manage their account online or by using the free smartphone app, where they can buy add-ons, and view their usage whilst they’re on the move. iD Mobile UK runs on the Three network.
About Dixons Carphone
Dixons Carphone plc is Europe’s leading specialist electrical and telecommunications retailer and services company, employing over 42,000 people in eleven countries.
Focused on helping customers navigate the connected world, Dixons Carphone offers a comprehensive range of electrical and mobile products, connectivity and expert after-sales services from the Geek Squad and Knowhow.
Dixons Carphone’s primary brands include Carphone Warehouse, CurrysPCWorld and Simplifydigital in the UK & Ireland, Elkjøp, Elkjøp Phonehouse, Elgiganten, Elgiganten Phonehouse, Gigantti and Lefdal in the Nordic countries, Kotsovolos in Greece, Dixons Travel in a number of UK & Ireland airports and Phone House in Spain. Our key service brands include Knowhow in the UK, Ireland and the Nordics, and Geek Squad in the UK, Ireland and Spain.
Business-to-business (B2B) services are provided through Connected World Services (including honeyBee software products), PC World Business and Carphone Warehouse Business. Connected World Services aims to leverage the Group’s existing expertise, operating processes and technology to provide a range of services to businesses.
Dixons Carphone was voted ‘Retailer of the Year’ at the Retail Week Awards 2016.
SOURCE: Dixons Carphone plc