Stop living
by someone else's rules
mobile carrier launch
izi is a new mobile carrier in Kazakhstan. Here’s how we launched it.
“Mobile carriers have too much uncool stuff,” our client realized, and removed everything uncool: offices, service centers, subscription fees and data that burns out.
Then it added more cool stuff: internet, social media and music. Plus a nice app, number selection, free starter pack delivery and a great loyalty program. And most importantly, it let you pay only for what you actually use.
Then it added more cool stuff: internet, social media and music. Plus a nice app, number selection, free starter pack delivery and a great loyalty program. And most importantly, it let you pay only for what you actually use.
Task
tell young people that with izi they get what they want,
with no extra nonsense
with no extra nonsense
Strategy
What do we want from a mobile carrier? Fast internet, simple, honest, no headaches. That’s izi.
So we turned the brand into “your buddy”: easygoing, open and always up for some fun. You can hear his character in the name, the tone of voice and the identity.
So we turned the brand into “your buddy”: easygoing, open and always up for some fun. You can hear his character in the name, the tone of voice and the identity.
But we didn’t stop and kept digging, to find out what Kazakhstan’s youth actually lives by. Turns out it’s complicated: on one side, a strict Eastern upbringing and social pressure; on the other, Instagram with its cult of the good life and 20-year-old millionaires.
So young people have almost no freedom left. They’re told where and what to study, what to work as, where to go, who to sleep with and when to get married.
Time to change that!
So young people have almost no freedom left. They’re told where and what to study, what to work as, where to go, who to sleep with and when to get married.
Time to change that!
We decided to inspire change. To back young people in their fight to control their own lives, to be whoever they want, with whoever they want. To challenge body shaming, fat shaming, slut shaming and every other kind of shaming.
Solution
These are the values we built into the manifesto video, where two worlds collide. The first: a world of imposed rules, told through the painfully familiar lectures of parents, teachers and society. The second: the world of izi. Young, rebellious, your own, where people live freely and don’t let anyone edit their lives.
And here are the short videos about the product’s benefits
