The Carphone Warehouse launches new brand positioning campaign
October 23rd, 2001
The Carphone Warehouse today announces the launch of a pan-European brand positioning campaign to reflect the changing mobile communications market and ensure it continues to grow its leading market position.
Tristia Clarke, Head of Communications, The Carphone Warehouse, said
“Over 70% of the Western European population now owns a mobile phone and mobiles have clearly become an essential, everyday product. Customers are now looking for better, more stylish handsets, greater access to new technologies, attractive accessories, additional fun and useful services such as football alerts and gossip updates and great after-sales care. Overall they are looking to improve and enhance their mobile life.
“Our new campaign addresses exactly this and the fact that The Carphone Warehouse has a reputation for being much, more than a shop but a place that offers a whole range of unique, innovative and exciting services.”
The integrated communications campaign includes 40” and 30” TV adverts, radio, colour press, in-store point of sale, direct marketing and new media. All feature an animated mobile phone whose unhappy life is transformed when he is taken to The Carphone Warehouse in a daydream. The campaign also introduces a new strap-line; “For a better mobile life.”
The TV campaign is the first for Clemmow Hornby Inge, the start up agency that opened its doors on July 2nd this year. Drawing on the founding partner’s retail credentials, ranging from French Connection to Tesco, the idea is based on the fact that all phones are created equal, but those cared for by the Carphone Warehouse have happier and more productive lives.
Charles Inge, Clemmow Hornby Inge’s Creative Director said, “People love their phones; they take them to restaurants even leave them beside their beds at night.” With that in mind, Inge also pointed out that making the most of their phones mattered most to mobile phone owners, “These days, it’s not what phone you’ve got but where you got it from that counts. ”
The TV work, through HLA films and Passion Pictures, breaks on Sky and Channel 4 on the 24th with the 40” execution. The 30” film will replace it for another two and a half weeks from November 12th.
For further information
Tristia Clarke at The Carphone Warehouse on 07771 868 601
Andy Cairns at Clemmow Hornby Inge on 07779 584 471.