Carphone Warehouse has launched a series of four documentary-style films as part of a brand campaign for its mobile network, iD.

The mobile phone retailer will show the four films entitled #DOYOUROWNTHING on Facebook before rolling out a sequence of films dubbed New Originals across Vice’s digital channels on April 29.

Carphone said the iD campaign targets people “who steer away from a one-size-fits-all approach”, in keeping with its mantra of giving consumers more control over their mobile phone contracts.

“The iD network was borne out of understanding individual customers’ frustrations and needs. This sense of uniqueness is what we are looking to celebrate through #DOYOUROWNTHING,” the electricals retailer said.

Carphone’s budget mobile network, which launched in May last year, now has over 250,000 UK subscribers.

The retailer partnered with telecoms operator Three to provide customers with its own-brand 4G network, following in the footsteps of retailers including Tesco and the now-defunct Phones 4u, which rolled out the Tesco Mobile and Life Mobile networks respectively.

Carphone Warehouse UK chief executive Graham Stapleton said: “People want greater flexibility from their plans and are fed up with the ‘one size fits all’ approach.”

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