Carphone Warehouse

Chi&Partners

THE TEAM

Warren Moore

Thiago de Moraes

Nick Howarth

Camilla Knight

Neil Goodlad

Enyi Nwosu

Tom Skinner

Rick Standley

Angus Wardlaw

Alexei Berwitz

WHAT IS WONDERFUL ABOUT THIS WORK?

We built on the success of The Carphone Warehouse's 2007 X Factor sponsorship with a new audition site where viewers could create their own animated performance. Engagement increased, with a 400% rise in auditions YOY and 53,000 visitors who judged 135,000 performances.

OBJECTIVES

To position The Carphone Warehouse as a forward-thinking brand while showcasing their latest mobile technologies. Engage with younger audiences and increase consideration versus competitors.

STRATEGY AND TARGETING

The Carphone Warehouse (CPW) needed to find a way to maintain relevance, awareness and consideration as market leader in the highly aggressive and competitive mobile and telecoms market. CPW was outspent by networks and general retailers and anticipated this would only worsen in the key trading months leading up to Christmas. We had to re-establish credentials as the nation's favourite mobile phone retailer and engage with consumers. CPW needed to build on the success of the sponsorship to date while aiming for greater participation and engagement. We used the X Factor sponsorship to establish the new brand vision that CPW sells more than just phones.