ID Mobile taps into football transfer deadline by flagging up customer 'signings'

ID Mobile has tapped into the Premier League's Transfer Deadline Day in a campaign highighting customers who have 'transferred' to its service.

'Sign like a pro', by global creative and media agency Trouble Maker, launched over the weekend at Outernet London and features football fans with the same surnames as well-known footballers Jack Grealish, Harry Kane, Chloe Kelly and Ollie Watkins. 

Kane (Jared Kane), Grealish (Dean Grealish), Watkins (Izzie Watkins) and Kelly (Chloe-Francis Kelly) are on the billboards to mark their switch from rival networks to ID Mobile. One of the breaking-news-inspired ads says: 'Kane signs*' alongside a photo of Jared Kane holding up an ID Mobile branded football shirt.

The campaign also incorporates PR activity, centred on a survey of 2000 football fans about their views on the best- and worst-value player transfers of all time. Mohamed Salah’s £34.3 million ($45 million) move from Roma to Liverpool in 2017 was voted the best-value Premier League transfer of all time.

Lewis Henry, customer and marketing director of ID Mobile, said: “Whether it’s a player looking for a bumper new contract with a new club, or someone looking for a new phone contract, getting the best value is important for all of us. 

“We love the alignment with the frenzy of transfer deadline day and the humorous approach that Trouble Maker has taken to encourage people to switch to our bumper new deal during this transfer window.”

The campaign’s strategy, creative, planning and PR were all devised and executed by Trouble Maker.

Jonny Grum, founder of Trouble Maker, said: “We wanted to tap into the excitement and chaos of transfer deadline day, but with a playful twist. Featuring famously named new signings to iD Mobile on giant billboards provides a great platform to highlight this brilliant new deal, and the value customers can derive from transferring to iD Mobile.”