6/9/2009 12:54:00 PM
Phones 4u launches £2.5m ‘popularity’ brand campaign
Phones 4u is launching a £2.5m brand campaign that will target the ‘tech savvy youth market’ by concentrating on a consumer’s popularity. The campaign will launch tomorrow (10 June).
The new advertising will feature the strapline ‘Great deals for Popular People’ and will offer deals to ‘popular’ consumers that have more than 50 contacts on their phone. It will run throughout the summer on TV, press, digital, radio, in-store point of sale and ambient activity.
The campaign will use ‘YES’ and ‘NO’ stickers to demonstrate others’ popularity, which the retailer hopes will ‘drive customer engagement’ and provide a ‘low-budget’ feel. The activity will also include a range of content partnerships with magazines such as Zoo, Nuts, More, Heat and Now.
It will be supported by a microsite, www.areyoupopular.co.uk, where Phones 4u’s ‘professor of popularity’ will offer a personalised analysis of a consumer or consumer’s friend’s face. He will then suss out if the face is a ‘YES’ or a ‘NO’ and give tips on how to be popular.
The campaign was made by advertising agency Adam & Eve, which the company recently appointed after a review of its account.
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.
‘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.’