Mobile phone retailer Phones 4u has launched a new multi-million pound advertising campaign for the run-up to Christmas. The project is set to be the retailer's biggest ever advertising drive.
The high-impact 60-second ‘For the future you’ advert sees a customer and member of Phones 4u staff transported two years into the future in the iconic 80s DeLorean from the film Back to the Future.
The concept showcases the expertise that Phones 4u provides its customers in-store, and how this helps people to choose a phone to support their lives. According to Phones 4u, its research revealed that many consumers are concerned that their mobiles will be outdated in the future.
The campaign will air on Channel 4, ITV2, E4, Comedy Central and Sky. It will feature in ad breaks for shows such as How I Met Your Mother, The Only Way is Essex and Big Brother. The launch will also be supported on the Phones 4u Facebook and Twitter platforms.
The project follows its main rival, Carphone Warehouse, announcing a £3.8bn merger with Dixons. Following the news, Phones 4u CEO David Kassler said he was disappointed with the merger. Phones 4u had signed a deal with Dixons in 2011 to run concessions in its outlets. The deal involved concessions in 160 of Dixons' Currys-PC World megastores.
'The new campaign marks a huge shift in the expression of the Phones 4u brand,' said Caspar Nelson, head of brand communications at Phones 4u. 'We are excited to shine a spotlight on the expertise of our store teams, broadening our appeal by highlighting that they not only get to know our customers individual needs, but have the skills to recommend a phone, bundle or tariff whilst offering great customer care, that will see them through the duration of their contract.'