The mobile category is full of big, established, famous brands. They spend millions and millions in marketing, and have millions of locked-in customers, kept where they are by length of contract and the general intertia that pervades the market.
And there are no shortage of small, challenger MNVOs (mobile virtual network operators), either. So when Dixons-Carphone decided to launch iD, its own MVNO – ironically to reduce its dependence on the big behemoth networks it sells through its Carphone Warehouse retail business - it had its work cut out. iD had to create a product roadmap and brand positioning, conceive a creative strategy and a communications campaign, that made a meaningful connection with an incredibly challenging target audience: 18-25 year old “Young Independents”.
An added complication was, they all had to be people who wouldn’t normally come to a Carphone Warehouse store. And all on a budget that much of the competition would spend in a month.
By committing to a brave Facebook-first campaign, and a constant test and learn approach, iD were able to be nimble, flexible, and build a truly innovative campaign - helping write the rulebook for launching a new brand on Facebook along the way.
iD was a David in a category of Goliath, but saw brand and commercial results beyond anything that could have been predicted at the outset:
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