iD Mobile launches ‘See the Light’ campaign and reveals rebrand


Today, iD Mobile, the virtual mobile operator owned by Currys, has launched its biggest awareness campaign to date, ‘See the Light’, in partnership with full-service creative and PR agency Trouble Maker.

iD Mobile launches ‘See the Light’

The campaign tackles the issue of people unwittingly overpaying for their mobile phone plan. Specifically, those are who are currently on one of the four “major networks” and often remain with their existing provider for years paying a premium, without exploring better options.

The new ads will reach people from today, Thursday 27 June, running across digital media and OOH at launch, as well digital & broadcast audio later in the year.

The launch also coincides with a wider revamp of iD Mobile’s visual brand identity.

Around 90% of the UK population are concerned with the on-going ‘cost-of-living’ crisis and over half of UK consumers (52%) feel they are overpaying for their mobile package.

Yet, nearly a third (30%) of Brits remain loyal to their current provider and plan without considering alternatives, according to research commissioned by iD Mobile.

Shockingly, one in five (18%) are unaware of when their contracts end.

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.

Creative Execution

Directed by the talented comedy director, Ben Murray, (of Bullion), the campaign stories revolve around three ordinary protagonists going about their daily routines.

Out of nowhere, each of them experiences an epiphany moment, or a moment of “mobile enlightenment” as iD like to call them.

These three characters, who represent those most in need of saving, are then struck a by a heavenly green light with an angelic choir in tow, awakening and showing them that there is a better way with iD Mobile.

Matt Berry

Beloved actor and entertainer, Matt Berry, lends his distinctive narration to the campaign as the voice of the brand.

He instantly brings the creative into the comedy sphere, as he muses on how the protagonists have discovered the way to ‘save themselves’…£240 a year.

In line with the ‘See the light’ creative directioniD also commissioned new bespoke idents for their sponsorship of ‘Bright Entertainment’ on E4, which features light-hearted, award-winning shows such as Modern Family, The Big Bang Theory and Brooklyn Nine-Nine.

These idents again use the comedic set-up of the epiphany light, angelic chorus, and Matt Berry; but this time show how Mobile phones are a portal for entertainment – much like the ‘Bright Entertainment’ programming on E4.

Agencies and Production

The campaign was developed by Trouble Maker, the full-service creative and PR agency appointed by iD Mobile last year. Media buying is being handled by Spark Foundry.

The post-production, sound design, and VFX were expertly crafted by Absolute Post. Ben Murray, known for his work on several BBC series directed the campaign, adding his unique comedic touch to the project.

Lewis Henry, Customer and Marketing Director, iD Mobile, said: “We’re thrilled to launch the ‘See the Light’ campaign and provide Brits with the inspiration they need to make smarter, more economical choices for their mobile plans.

“The cost-of-living crisis is a concern for all of us. So, with an average annual saving of £240 compared to major networks, we’re giving those on one of the “big 4” providers a compelling reason to switch to iD.

“Plus, with great features such as 99% UK coverage, Data Rollover, Inclusive Roaming to 50 destinations and the UK’s fastest 5G, as standard on all plans – it’s easy to see why over 1.6 million people have already seen the light and joined iD Mobile.”

He added: “With Matt Berry’s distinctive voice leading the charge, we’re confident that this campaign will resonate with many and encourage people to open their eyes to the benefits of switching to iD.”

Andy Taylor, Chief Creative Officer, Trouble Maker, said: “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 own-able and disruptive campaign perfect for VOD, OOH and Audio”.

The mobile virtual network operator’s (MVNO) ‘See the Light’ campaign is another step for the brand which wants to cement its status as the “home of value” in the UK market.

Their efforts seem to be paying off, as for a third successive time it’s been recognised by Which? for ‘Great Value’, and was recently awarded ‘Best Contract Value for Money’ and ‘Best Network for Data’ provider at the 2024 Uswitch Telecoms Awards.