izi, the entertainment operator
New brand platform
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Now the izi app lets you choose not only gigabytes and minutes, but also what to watch, what to listen to and what to play. In other words, it’s a full-blown media platform with mobile carrier features.
We launched the izi brand from scratch, then refreshed its identity, and now it was time to update its positioning and find a place in the consumer’s heart and smartphone.
Our audience is regular young people who like to hang out and get hooked on their phones, love everything new and cool, and hate templates and the word “youth”. They’re all very different, but they’re all heavy users of online content.
We looked at the market through their eyes: today mobile carriers differ only by the color of the SIM card. Everyone has minutes, gigabytes and coverage, in plans or build-your-own bundles, and in the end you get the same thing. So we came from a different angle: what pain can izi solve for its audience?
The pain point was easy to find: everything seems fine, you’re young, but life is a loop of work-home-work-friends-sleep-work. And you want it to be interesting. That’s where izi comes in.
IZI, THE ENTERTAINMENT OPERATOR.
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It’s not only about delivering internet. It’s about how you use it.
We help you save time and energy finding interesting stuff, beat routine and stereotypes, and we inspire, surprise and entertain. That’s how the brand’s new essence and mission took shape.
IZI’S MISSION: TO MAKE LIFE MORE INTERESTING AND VARIED EVERY DAY.
We found an insight: getting hooked on your phone is supposed to be bad. But what if it’s simply more interesting than hanging out with people who think so? What if the content is actually good, varied and unique?
We put all of this into a rebellious manifesto,
where every situation is a small insight from real life.
where every situation is a small insight from real life.
What’s next?
We kept getting hooked.
Because izi now gives you bonuses for watching content, and you can swap them for gigabytes. And for minutes, if anyone still uses those. Basically, it’s a system hack: watch videos and listen to music endlessly, and never pay for your plan. On repeat.
That’s the metaphor we built the new campaign on. We just added rebellion, style and skaters.
and now it’s time to talk
about content.
Content quality is a big deal in any communication. And at izi it’s genuinely interesting, current and authentic. Whether you know what “slay” means or are hearing the word for the first time, you’ll find something for yourself.
That’s what we focused on in the new campaign. The music, shows and games in the app are so addictive that you start taking life easy too. There’s always something to dance to, hang out with, chill to, and get bonuses for.
Breakups, screwups and all kinds of life fails? Not scary anymore.
That’s what we focused on in the new campaign. The music, shows and games in the app are so addictive that you start taking life easy too. There’s always something to dance to, hang out with, chill to, and get bonuses for.
Breakups, screwups and all kinds of life fails? Not scary anymore.
GETTING HOOKED IS COOL.
WHEN THERE’S SOMETHING TO GET HOOKED ON.
