Phones 4U campaign

Phones 4U, part of the Caudwell Group telecommunications empire, is embarking on its largest brand campaign, worth pound 10m, to persuade consumers to upgrade their mobile phone handsets. The television, print, and outdoor campaign called 'Ashamed of your mobile?', features a mobile handset covered with a brown paper bag in different situations including being poked with a stick, farting, sneezing and dancing to an embarrassing ring-tone. The campaign's strapline is 'We'll find the right Phones 4U'. The campaign, created by CheethamBellJWT, breaks on August 22 and marks a departure from the traditional product-led advertising common in the retail sector. Phones 4U's 220 stores will feature point-of-purchase (PoP) material linked to the campaign and customers will be given brown paper bags that they will be encouraged to place over their friends' embarrassing phones. Phones 4U head of marketing Julian Neal says: 'It is vital in this market for a brand to carve a clear identity for itself and keep in touch with customers.'