P4U launches £2.5m campaign


Phones 4U has launched a £2.5 million marketing campaign today which will run throughout the summer.

The campaign which was developed by adam&eve will span across TV, press, digital formats, radio, in-store POS, PR, outdoor stunts and through its media partnerships targeting its traditional youth audience.

The ‘Great Deals for Popular People’ campaign message suggests Phones 4U can offer deals for popular people who have over 50 contacts as well as make others more popular using ‘YES’ and ‘NO’ stickers to determine popularity.

The campaign will be supported by a microsite, www.areyoupopular.co.uk, which features Facebook content.

Press activity will begin today (June 10) across national publications including The Sun, Metro, Daily Star, Heat, More, Zoo, Now and Nuts magazines, while TV advertisement is set to launch on June 15.

Phones 4U marketing director Russell Braterman said: “Our focus has been, and still is, to continue to target the youth market and engage with them in a way that they can relate to. 

“At a general underlying level, ads essentially communicate that they will make you sexier, richer, more popular and live longer, and this campaign holds a mirror up to that concept in a humorous way. 

“The aim of the campaign is to create an even stronger bond with our customers and reinforce what we’re about as a brand through fun, tongue in cheek advertising.  At the same time it communicates that we’re about offering the latest kit and great value for money, allowing our customers to be at the cutting edge of technology.”