Entopic/iO proud content partner at the Odido launch
On September 5, 2023, the Netherlands gained a telecom brand: Odido. Entopic/iO was a content partner in this secret brand operation. For five months, more than 20 content specialists worked on the old T-Mobile/Tele2 content and migration, putting web pages, manuals, text messages, SIM cards through the iO/Entopic content wash. Read about it below.
Content migration from 2 websites to Odido.nl
900+ web pages rewritten and built
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
Odido wants to demonstrate that technology can be different and more humane. The original idea to launch a new brand emerged 1.5 years ago. T-Mobile was acquired by investors in 2021 and was no longer owned by its original parent company Deutsche Telekom. From that moment on, there was space to do things differently. The Odido brand was born. Odido likes to show that things can be done better, easier. So that everyone can participate and have fun doing while they do it.
From process to production
The challenge and complexity of this project was not in the content, but rather in the size and scale. The list of content items looked endless. Where do you start, what is real MVP and how many people do you need? The first month was all about setting up the process and tooling. How do you collaborate with the other agencies, how do you organise correct document management for millions of documents and a secret brand name? Once that was in place and the complete inventory of all content items was finalised, we could get started. The army of content specialists was ready, and the brand voice was primed and ready to go, and the CMS was ready to start the content migration.
What did we do for Odido
Content for all channels
Over five months, literally every piece of content made its way through the Entopic/iO content wash. Think of copy for the new website, text messages to customers, webshops, video scripts, EDMs, the app, manuals and even the TV menu user interface. HR letters, text on the modem box and SIM cards plus packaging: literally everywhere T-Mobile or Tele2 was used. We worked side by side with design agencies and saw our copy come to life in the various content items and of course on the website. That was a party every time.
It was like a rollercoaster, we made sharp pivots, daily adjustments, kept priorities focused and celebrated every success. It was awesome, it was overwhelming but above all amazing to be able to play a role in the brand launch of the year: Odido.
"We worked closely with Entopic/iO for the incredibly special and confidential Odido project. The copywriters quickly mastered Odido's tone of voice and used their critical eye and fluent pens. The team was very committed and flexible. And of course, they are all nice people to work with."
René Bekker, Senior Brand Consultant VIM Group
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