The Carphone Warehouse unveils new TV Advertising Campaign

2003 News

April 17th, 2003

Good Friday 18th April sees the launch of The Carphone Warehouse new TV campaign, advertising its new in-store ‘Demo Ready’ service. The service enables customers to receive live demonstrations of all the latest phones, features and networks available on the market today.

The ad is the fifth in a series created by leading London advertising firm Clemmow Hornby Inge, featuring Mowbli, the animated mobile phone. The ad follows Mowbli as he suspiciously tracks his owner, whom he suspects to be having an ‘affair’ with another mobile. He follows her to The Carphone Warehouse where he is distraught to find her being given a live demonstration of a newer and better mobile. All ends happily however as Mowbli discovers she was actually testing out the latest mobile phone accessories for him in the shop.

Since the TV advertising has been running, The Carphone Warehouse’s market share in the UK has increased to over 20%. In addition, this new campaign will also be rolled out across Europe.

Gordon Nardini, Head of Retail Marketing at The Carphone Warehouse said: ‘The mobile phone market has changed a great deal since customers bought their last phone a year ago. Demo Ready is a unique service which we provide to help educate people on the latest phones and accessories available – our aim is to make sure our customers get the right product for their needs enabling them to get the most out of their mobile’.

Ben Slater, Account Director at CHI said: ‘This ad brings to life another great service from The Carphone Warehouse, which further illustrates their positioning of ‘more than a shop, a service’.

The 10 and 40 second adverts will be on Sky and Channel 4 for the next seven weeks.

- ends -

For more information or a still of the ad please contact
The Carphone Warehouse Press Office on 0845 604 1207.