Home / Advertisers / CHI rings the cultural changes for iD online campaign

CHI rings the cultural changes for iD online campaign

Religious muslim ladies doubling up as hip hoppers is an interesting notion but that’s what Munera Rashida and Sukina Abdul – aka Poetic Pilgrimage – do. And they’re the heroines of Carphone Warehouse’s “challenger” mobile brand iD in an online campaign from CHI&Partners.

ID head of marketing Mark Bowles says: “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. This sense of uniqueness is what we are looking to celebrate through our new platform of “#DOYOUROWNTHING”. Through working with Poetic Pilgrimage in our new campaign we are looking to champion people who define themselves through different ways.“

CHI creative director Dan Watts says: “Do Your Own Thing aims to capture the spirit of individuality and self-expression. Just like iD Mobile, we want the work to resonate with young, independent thinkers, helping set iD apart as a brave challenger brand.”

ID, of course, will need to offer better service and prices to succeed in a ferociously competitive marketplace. But this is quite edgy, lively stuff.

Doing well on YouTube, heading for 400,000 so seems to have yoof appeal.

MAA creative scale: 8.

You May Also Like

About Staff

© Copyright 2013 More About Advertising, All Rights Reserved. With help of WPWarfare.com. | Cookies explained.