Carphone Warehouse has signed Burnley forward Peter Crouch in a football-related campaign urging mobile phone users to make a 'Switcheroo'.
Dan Rubel, customer communications and brand director at Carphone Warehouse, told The Drum that the campaign was conceived to "remind people what makes Carphone Warehouse unique" and that it is "easy" to switch devices and contracts using the service.
He said he brought on the Premier League striker because Crouch has firstly played for multiple clubs in his career, making him an expert in the 'switcheroo', and secondly, because he is "an all-around top bloke".
The campaign is queued up primarily for TV, to promote the 'Switcheroo' in "lots of top-notch ad breaks".
Rubel added: "It goes without saying though that TV is just part of the mix and the campaign will come to life across touchpoints including on our website and in our stores.”
In addition to press and social, Carphone Warehouse is running a four-week content partnership with Global across Heart, Smooth, Capital and Radio X. The campaign will do a lot of lifting to inform consumers why they should go to the phone retailer.
"The biggest challenge is reminding customers why we are special – and that’s our ability to help customers compare the myriad of options out there when it comes to getting a new phone and signing up to the right network in a way that saves money. Nobody can do that as well as we do it – and customers want the help.”
The ad from AMV BBDO debuted during the Uefa Nations League Final on Sunday 9 June. Directed by Andy Mcleod of Rattling Stick, the ad reflects on Crouch’s football career, and multiple club moves through the Premier League.
Crouch added: “I’ve learnt a little expert help is always needed. I’m glad that when it comes to finding the best phone deal, I can rely on the experts at Carphone Warehouse to make switching an easy and hassle-free process.”
M&C Saatchi Public Relations is driving PR activity alongside the ATL activity. Carphone Warehouse’s in-house team is managing the company’s dedicated social media accounts.
Vote for the campaign below in The Drum's Creative Works.