in the news – Phones 4u

04Apr07

I work on Phones 4u’s advertising. Here’s a story that apppeared this morning on Brand Republic about some of my work (cue trumpet blowing):

Phones4u ad campaign most cost-efficient

by Jacquie Bowser Brand Republic 04-Apr-07, 10:15 ( http://www.brandrepublic.com/Discipline/Advertising/News/648559/Phones4u-ad-campaign-cost-efficient/ )

LONDON – Phones4u’s £9.5m advertising campaign starring Jack, the affable American, was the most cost efficient national ad campaigns in the mobile sector last year, according to research.

The integrated campaign, created by WCRS, included TV, magazines, online, direct mail, outdoor and ambient activity to focus on portraying the confusion felt by consumers in the mobile sector. It featured Jack doing his visual hand “phones-4-you” signal.
It achieved the highest level of brand communication awareness among the core target audience of 16- to 34-year-olds in the UK mobile phone market.

jack-scary-mary-sml.jpg

According to the company, its competitors would have to spend more than double Phones4u’s budget to equal the brand awareness and consideration that it achieved.

Jim Slater, marketing director at Phones4u, said: “Phones4u has had a record year and we have had great success in targeting young, high Arpu consumers. It is imperative that our advertising continues to appeal strongly to that audience and with this campaign we stand out from the rather safe, more corporate feel of our competitors’ advertising.”

Phones 4u was awarded Best National Advertising Campaign at the 2007 Mobile News Awards last week, to recognise the campaign’s success.
The campaign will be developed into a new series of ads later this year, with WCRS responsible for the creative.
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It’s nice to read the good news.

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