Phones 4u is launching a new £8 million creative and ATL campaign to ‘reinforce the lengths that Phones 4u will go to find the right phone for absolutely anyone’.
The campaign is to go under the branding ‘Phones 4u – It’s what we do’, and will start today (May 18) with the first of two TV ads, entitled ‘Hard working prison guards’. The ad features a group of Bangkok prison guards, who although supposed to be minding their prisoners, are distracted by the features of the Sony Ericsson Xperia X10. The film also reintroduces the Phones 4u hand gesture after customer demand.
Phones 4u’s creative partner Adam & Eve has built the campaign, which will include highly targeted TV spots across key channels and programmes aimed at the 16 to 24-year-old youth market, which will run during shows such as Glee, Friends, Britain’s Got Talent and Hollyoaks.
In addition to the TV ads, the campaign will run across a number of media channels including press, radio, Facebook and Twitter, as well as being integral to all PR activity throughout the campaign. At an in-store level, the campaign will hero key handsets and their features, Phones 4u said.
Phones 4u marketing director Russell Braterman said: “As we continue to be a youth focused brand whose heritage is built on humour, this campaign reinforces our unique and mischievous nature in tone and theme, which is what our customers have come to not only expect but love about Phones 4u.
“Adam & Eve has done a fantastic job in creating a campaign that also reinforces what makes us different from the rest of the industry – our passion and focus on ‘mobile’ and championing the individual – our customers.”