iD Mobile’s rock-loving ‘spoke bear’ wakes Brits from mobile hibernation | LBB Online

Today, iD Mobile – Currys’ Mobile Virtual Network Operator (MVNO) – announces its new digital advertising campaign “Wake Up”. The campaign features a new ‘spoke bear’ for the brand called HeiDi – a fierce, rock-loving bear who is here to ‘wake up’ a nation of ‘mobile hibernators’ who sleepwalk through expensive phone deals. The new ad will hit people’s screens and devices on Thursday, October 20, running across broadcast and programmatic VOD and digital audio platforms.

Conceived and developed by integrated creative agency The&Partnership and directed by Jon Riche, the commercial features HeiDi, a 7-foot-tall grizzly bear in her best skirt attire, waking up a “mobile hibernator” in the only way possible on her daily bus ride she can – guttural roars and power chords!

After establishing herself on screen with a few rock-on gestures, an impressive air guitar, and lots of dry ice, HeiDi (of iD) proceeds to “wake up” a terrified commuter, who tells her to “stop hibernating.” . bad phone deal and switches to iD Mobile for an average savings of £152¹ a year on their phone plan compared to the major networks. She then takes a moment for an obligatory selfie with her newly awakened compatriot before paying homage to the mobile and rock gods on an otherworldly mountain lit by light and power chord thunder.

The motivations behind the campaign were heavily influenced by recent research conducted by iD into the behavior of the British when it comes to their mobile phone plans. Despite the cost of living crisis affecting 90% of UK adults, many still miss out on the opportunity to save an average of £152 a year by not switching mobile operators. According to the study2, a third of Britons could be wasting money if they do nothing when their mobile phone contract ends. Although it is a legal requirement for network operators to inform their customers when their contract is about to end, a fifth (18%) still had no idea when their contract was going to end. And even if they did, 28% planned to leave things as is (same phone, same plan) without examining their options – with a fifth of Brits (20%) feeling it would be cheaper , than to switch to a new provider. Another 18% wouldn’t even consider upgrading their phone or switching networks as they felt it was too much of a hassle – effectively paying more than they actually had to.

Although 95% of people were generally happy with their current plan, more than half (53%) felt they were paying too much for their cellphone package as the cost of living increased.

Switching to a lesser-known network provider3, e.g. B. iD Mobile can be a simple and effective way to save money without having to compromise on handset or usage inclusions – with an average saving of £152 a year on comparable phones deal compared to the big networks. Additionally, customers looking for a SIM-only option can save an average of £9 per month on SIM-only plans compared to major networks4. iD Mobile customers can also take advantage of 99% UK coverage, data rollover, roaming in 50 destinations and the UK’s fastest 5G, powered by Three5, as standard on all plans.

Lewis Henry, Director of Customers and Marketing at iD Mobile, comments: “With our new ‘Wake Up’ campaign, we want to open people’s eyes to iD Mobile and the great deals on mobile savings. HeiDi offers us a unique and powerful way to do this by waking up “mobile hibernators” sleeping on bad or expensive phone deals.”

“Now more than ever, as the cost of living crisis continues, people are looking for ways to save, and our mobile plans – and their costs – should not be slept on. Switching to iD Mobile is as easy as sending a text message, and with an average saving of £152 a year on phone plans and an average £9 a month on SIM-only plans compared to the big networks, it’s easy to see why why so many customers switch and fall in love with our network”

Toby Allen, Executive Creative Director at The&Partnership, says: “This fun and delightfully offbeat campaign speaks about the cost of living crisis in a lighthearted and memorable way. A lot of people sleepwalk through expensive cell phone plans, and we really wanted to create a character that could pull people out of that inertia. iD’s HeiDi does exactly that – it’s pretty hard to miss a 7ft wannabe grizzly bear rock god on a bus.”