Our brief was to launch iD’s new prepay mobile plan, 30GB of data for €15, and help position it as ‘Ireland’s best value prepay deal’ especially with people between 16 and 24 y.o.
Most of our audience are on the ‘data bread line’ in that their prepay plan doesn’t give them the data allowance they see as a strict minimum.
These data restrictions are the source of serious frustration for them because they feel it hinders their access to friends and entertainment. People with limited data allowances end up rationing how much music they listen, videos they watch or messages they send…based on what they have left on their plan or when they’re likely to get free wifi. This frustration leads to the desire to do the exact opposite. To binge. To go completely nuts, overshare, overwatch, play for hours etc…To risk your sanity with data.
This is where iD comes in, its new Prepay package of 30GB for €15 offering More Data Than You Can Handle.
Our creative approach centered around creating a world where you have access to More Data Than You Can Handle. Creating scenarios where social sharing, mobile gaming, video streaming, music etc literally take over your world. The art direction was inspired by B series scifi/horror book covers and film posters.
Our creative for radio mirrored our concept of over consumption and bingeing on data thanks to the new prepay offer from iD.
In the style of vox pops, our interviewer is keen to discover what members of the public are making of the best value prepay offer around.
Unfortunately he has chosen to speak with “Mary”, who has already fallen victim to the more data than you can handle curse.
She is unable to communicate eloquently, instead using emoji’s to describe her feelings and opinions.
Her excitement grows as the interview continues, resulting in her oversharing her excitement with the use of an “infamous” emoji, much to the disgust of the interviewer.
Proving that the prepay offer from iD really is more data than she can actually handle.
While radio focused on oversharing thanks to the prepay data offer from iD, a separate execution, created for and broadcast solely on Spotify, showcased the fallout of overconsumption of data for music streaming. Which, in keeping with our campaign creative, inevitably leaves our protagonist unable to measure time in anything but lyrics, beats and falsetto warbles.