Philadelphia – The first campaign for Carphone Warehouse’s iD mobile network comprises a series of four documentary-style ads titled #DoYourOwnThing.
The series explores the lives of members of Philadelphia’s Fletcher Street Urban Riding Club and aims to celebrate individuality in the face of adversity. The riding club acts as an educational initiative for young men in the city’s crime-ridden northern quarter that teaches lessons in responsibility, discipline and reward through the care of the club’s animals.
Carphone Warehouse’s campaign is designed to engage independently minded consumers who are put off by other networks’ one-size-fits-all approach. iD’s business model is built around the idea of giving users more control over their 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,’ says Mark Bowles, head of marketing at iD.