Carphone Warehouse MVNO iD has launched its first ever marketing campaign.
Since its launch a year ago, the virtual network has not made a significant push to advertise the brand. Carphone Warehouse launched the business on the Three network, in a move to claim a share of the MVNO space. The high street retailer has said that it has since acquired over 200,000 customers on the MVNO.
The announcement marks the first major push from the MVNO to promote its brand. Carphone Warehouse launched the business a year ago on the Three network, in a move to claim a share of the MVNO space. The high street retailer has said that it has since acquired over 200,000 customers on the virtual network.
The digital only brand push will be launched across a number of Vice’s channels in a documentary-style series, starting 29 April. Named #DOYOUROWNTHING, the campaign will consist of four films which iD claimed will target ‘independent people who steer away from a one-size fits all approach’.
The brand has placed particular focus on listening to consumers, rolling a range of features since it hit the market in 2015. This has included a data roll over service, free roaming and 12 month contracts.
‘The iD brand was borne out of listening to consumers and understanding their frustrations and needs, thus creating a network that is as individual as the person,’ said Mark Bowles, head of marketing.
‘This sense of uniqueness is what we are looking to celebrate through our new platform of “#DOYOUROWNTHING’. We are looking to champion people who define themselves through different ways. This is further enhanced through the series activated on the VICE network, telling the story of other unique individuals and how they do their own thing in life.’