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By Jennifer Faull | Deputy Editor

July 17, 2014 | 2 min read

Phones 4u has launched a multi-million pound campaign inspired by the iconic 80s film ‘Back to the Future’.

The brand’s director of marketing, Ben Padley, told The Drum that the concept for the new positioning was conceived following workshops and research into its customer’s needs.

“Customers are not concerned about how they are using their phone at this point in time, the way they’ve used phones has changed dramatically over the past couple of years and they are now more concerned about how they are going to use their phones in the future,” he said.

Deleloped by adam+eveDDB, the “For the future you” ad campaign was designed to highlight the knowledge that Phones 4u is able to provide its customers in-store, and how this helps people to choose a phone that will support their present and future lives.

Central to the activity has been a 60-second advert that sees a customer and member of Phones 4u staff transported into the future in the DeLorean car from the film Back to the Future.

“Smartphones are central to our everyday lives, so choosing the right device is more important than ever before,” added Caspar Nelson, head of brand communications at Phones 4u. “We’re really excited to demonstrate the support Phones 4u can offer during the decision making process in such a bold and recognisable way.”

The campaign has launched with a series of five, two-second teasers which will air today (17 July), and Friday, ahead of the full ad premiere on Saturday, which will air across channels including Channel 4, ITV2, E4, Comedy Central and Sky.

The launch has also been supported heavily through social media with the #FutureYou campaign, with Phones 4u asking consumers on Facebook and Twitter ‘What does the #FutureYou look like?’.

This is the first brand campaign Padly has overseen since joining Phones 4u earlier this year. It follows #projectupgrade, a national campaign which ran last year, but Padley said this has been the biggest spend to date on activity that aims to drive awareness of the brand as opposed to offers and promotions.

The media campaign has been managed by its media planning and buying arm, the7stars.

Phones4u Retail Telecoms

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