Phones 4u ad blitz with ‘biggest-ever’ campaign


Retailer launches multi-million pound push after admitting being guilty of not promoting its service offering as it could in the past

Phones 4u has unveiled its “biggest ever” marketing campaign, which will run up until the Christmas period.

The “multi-million” pound publicity blitz will run across TV, online, social media, print and out-of-home and aims to drive home what the firm terms “brand truths”.

Its biggest-ever campaign follows the planned merger of Carphone Warehouse and Dixons Retail and amid continued speculation that operators are putting the squeeze on independent retailers.

Phones 4u marketing director Ben Padley (pictured) told Mobile News that previously Phones 4u had been guilty of not promoting its service offering as well as the products that it offers.

“As a service brand, the people part is absolutely critical. The opportunity here is really to call out why you come to us and what we offer our customers. The truth of it is we haven’t really promoted how good a service our staff provide. ”

Padley said that the retailer has undertaken research that shows customers’ chief concern is the fast pace of technological change in mobile. It has attempted to address this with a “Back to the Future” themed television advert to explain it can help customer’s understand what technological changes are coming.

“We uncovered these elements that customers were concerned about. It was that they realised their behaviour had changed over the past couple of years as had all of ours with 4G and new technologies coming into the mobile space, the way that they are using mobile technology is always changing. Their concerns are more about how they will use their phones in the future.”