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The Drum

Phones 4u set for £5.3m campaign from Adam & Eve

Mobile phone retailer Phones4U is to launch a new £5.2m advertising campaign, promoting the line ‘Missing Our Deals will Haunt You’.

Created by Adam & Eve, the campaign will be the company’s biggest ever pre-Christmas advertising spend, which will roll out across TV, outdoor, press, viral, digital, VOD and in-store.

The TV spots, directed by Garth Jennings who directed Hitchiker’s Guide to the Galaxy, will include two horror-themed 30 second ads, while a subliminal message teaser campaign will also include five two-second blips, running within a single advertising break for Celebrity Juice and The Inbetweeners tomorrow (Thursday 29 September) and during The Million Pound Drop Live, the Big Brother Eviction and The Only Way is Essex on Friday 30 September.

Caspar Nelson, Phones 4u head of brand communications, commented; “In today’s economic climate getting a good deal is more important than ever. There is nothing more annoying than that niggling feeling you could have got a better deal. Consumers on average visit 5 mobile retailers when trying to choose the right handset and tariff when they really only need to visit one which is, of course, Phones 4u. We work really hard to find our customers the right deal for them and that’s what our new campaign focuses on, whilst retaining the kind of humour we know our customers love us for. Communicating a value message to consumers doesn’t need to be dull”.

Media planning and buying has been handled by Eden, while Phones 4u will also continue to sponsor Harry Hill’s TV Burn, which will return to ITV in October.