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Phones 4u follows 'Upgrades 4u and u and u' with multi-million pound #projectupgrade

Phone 4u has mounted a new multi-million pound round of advertising aimed at positioning Phones 4u as the destination for smartphone upgrades.

Commencing this Friday (26 July) the multi-media #projectupgrade campaign from adam&eveDDB will feature across TV, print, outdoor and in-store and will be supported by the retailers biggest social media push to-date.

From this weekend two 40” TV spots starring Phones 4u employees ‘upgrading’ newly single people and giving them a better ‘other half’ will air. The creative aims to show that ‘breaking up’ with your current smartphone need not be painful with Phones 4u and hopes to further strengthen the retailers position as an upgrade expert, as previously highlight in the prior ‘Upgrades 4u and u and u’ campaign.

The new 40”, shot in LA and Casino Morongo by Traktor and voiced by Matt Edmondson, promote Phones 4u’s range of 4G smartphones and will initially air during peak time on E4, Channel 4, ITV2 and Sky Channels, media planning and buying was handled by the7stars.

Caspar Nelson, head of brand communications at Phones 4u, commented: “We’ve designed #projectupgrade to convey the same message [as Upgrades 4u and u and u] in a fresh and involving style.”

A dedicated #projectupgrade hub on Phones 4u’s Facebook page will engage with customers by asking the nation what they want to be upgraded as well as making some upgrade requests a reality, examples include improving a morning coffee or making an office party the biggest party of the year.

Of the social media activity, Nelson said: “Key to the success of this campaign will be our social media engagement, which is why we’re backing the activity with a £1m investment, enabling us to interact with more people than ever before by providing genuine, real-life upgrades to people’s lives across the country.”

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Gillian West

Gillian West is The Drum’s social media manager and works to ensure The Drum’s content reaches followers across platforms including Twitter, LinkedIn, Facebook and Instagram in an engaging, relevant and timely manner. Based in Glasgow, she has been actively involved in building The Drum’s Creative Works brand for over three years now and has interviewed major creative figures including Rankin, Peter Souter, Rosie Arnold, Bob Greenberg and Vicki Maguire. During her time at The Drum she has attended events such as Cannes Lions, the Edinburgh International TV Festival, Art Director’s Club Europe, D&AD and more.

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