iD Mobile has launched a new campaign, ‘See the Light, as part of a new 360-brand campaign, which includes a revamped visual identity.

The campaign addresses the issue of people unknowingly overpaying for their mobile phone plans, especially those who remain with one of the four major networks for years, without exploring other alternatives, which may be cheaper.

The new ads will be launched across digital media and out-of-home (OOH) platforms, as well as digital and broadcast audio later in the year.

Directed by comedy director Ben Murray, the campaign features three ordinary characters who each experience an epiphany, or a “mobile enlightenment,” as the mobile virtual network operator (MVNO) from Currys calls it.

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These characters, representing those most in need of saving, are then struck by a heavenly green light with an angelic choir in tow, awakening and showing them that there is a better way with iD Mobile.

In line with the ‘See the Light’ theme, iD also commissioned new bespoke idents for their sponsorship of ‘Bright Entertainment’ on E4, featuring shows like Modern Family, The Big Bang Theory, and Brooklyn Nine-Nine.

These idents feature actor Matt Berry’s narration to highlight how mobile phones serve as a portal for entertainment, much like the ‘Bright Entertainment’ programming on E4.

iD Mobile, Customer and Marketing Director, Lewis Henry said: “We’re thrilled to launch the ‘See the Light’ campaign and provide Brits with the inspiration they need to make smarter, more economical choices for their mobile plans. The cost-of-living crisis is a concern for all of us.

“So, with an average annual saving of £240 compared to major networks, we’re giving those on one of the “Big 4” providers a compelling reason to switch to iD. Plus, with great features such as 99% UK coverage, Data Rollover, Inclusive Roaming to 50 destinations and the UK’s fastest 5G, as standard on all plans – it’s easy to see why over 1.6 million people have already seen the light and joined iD Mobile.”

He added: “With Matt Berry’s distinctive voice leading the charge, we’re confident that this campaign will resonate with many and encourage people to open their eyes to the benefits of switching to iD.”