When T-Mobile and Tele2 merged to form Odido, iO came on board as the content partner for this ambitious brand operation. For five months, more than 20 content specialists worked in secret on a large-scale rebranding content strategy: a new website, full content migration, and every touchpoint rewritten in the Odido brand voice.
Content migration from 2 websites to Odido.nl
900+ web pages rewritten and built in Storyblok
UX copy for webshops, apps and TV UI
All offline and online content items rewritten in Odido brand voice
Project management, traffic management and capacity
Working from an undisclosed location
The challenge
Rewrite all T-Mobile and Tele2 content items in the Odido brand voice within five months, including the migration of 2 websites to Odido.nl. All from a secret location.
The solution
iO provided a team of 20+ content specialists, content managers, a project lead and final editing to get the job done on time.
Odido x iO: the content force behind the telecom launch of the year
Odido wants to show that technology can be different: more human. The idea for a new brand emerged when T-Mobile was acquired by investors in 2021 and was no longer owned by Deutsche Telekom. From that moment, there was room to do things differently. Odido demonstrates that things can be done better, easier, so everyone can participate and enjoy doing so.
iO became the dedicated content partner for this ambitious brand operation. Together with VIM Group and other agencies, we worked for five months at a secret location on everything Odido needed to go live: from website to text message, from app to manual.
Joining forces at a secret location
For this project, iO collaborated with several agencies at a secret location set up by VIM Group, who led the brand transformation. The brand positioning and visual identity were already in place when we moved into the Brand Office, where we worked in secret for five months on the rebrand.
The confidential nature of this project made it extra special. You couldn't discuss it with anyone outside the Brand Office, and that creates an immediate bond. Collaboration with all specialists at one location led to a brilliant end product: a successful Odido launch across all touchpoints.
From process design to content production
The challenge and complexity of this project lay not in the content itself, but in the sheer scale and interconnectedness. The list of content items seemed endless. Where do you start, what is truly MVP, and how many people do you need?
The first month was dedicated to setting up the process and tooling. After that, the army of content specialists was ready and the CMS prepared to begin the content migration.
Every touchpoint through the content wash
Over five months, literally every piece of content went through our content wash. Think website copy, customer text messages, webshops, video scripts, EDMs, the app, manuals, and even the TV menu user interface.
It was a rollercoaster: daily adjustments, sharp pivots, focused priorities and celebrated successes. Overwhelming, but above all amazing to play a role in the brand launch of the year.
Intensive collaboration, tight deadlines, complete confidentiality, and yet iO delivered time and again. The copywriters mastered the Odido tone of voice in no time. Sharp eye, natural flow, and a team that thought along rather than just executed. Professionals you genuinely enjoy working with.
The numbers
1+
web pages rewritten
1+
content specialists involved
1
million customers served
1
websites migrated to Odido.nl
1
months of secret preparation
From two brands to one powerful brand experience
The successful launch of Odido was the result of a large-scale rebranding content strategy where every detail was right. From day one, T-Mobile and Tele2 customers experienced a consistent brand: from website to app, from text messages to manuals.
For Odido, this meant a clean slate with a strong brand narrative and one unified voice across all channels. For six million customers, it meant a telecom brand that communicates more humanly. And for iO, it was proof that large-scale content operations under high pressure and in complete secrecy can succeed.
What we did
Content migration
Copywriting
UX copywriting
Conversational copy
Project management
Traffic management
