Carphone Warehouse launched its first television ad campaign of the post-Mowbli era last weekend, signalling its transformation into a retailer offering connectivity via a broader range of the latest technology, not just mobile phones.
As revealed in Mobile last month, Carphone got rid of company icon ‘Mowbli’ and adopted a softer hand-drawn logo in a bid to reposition itself as a mobile and laptop provider.
Using stop-frame animation, the campaign created by CHI & Partners, began on TV on the 2 August with a brief history of communications and the message that whatever the future might bring in technology and communications, Carphone Warehouse will ensure its stores have all the latest kit and that its employees will be there to help make sense of it all.
The second message highlights Carphone’s intent to replicate the original principles for revolutionising the mobile phone market to revolutionising the laptop and broadband market.
A spokeswoman said: ‘From the stores to carrier bags, to the Buyers Guide to the TV advertising every touch point will reflect the new brand identity which aims to clearly and simply help customers navigate through the exciting world of today’s ever evolving technology.’