The Carphone Warehouse: Support, save, surprise

LIDA

THE TEAM

Chris Lawson, James Nester, Caroline Parkes, Gita Mackintosh, Georgia Thurwell, Jonathan Goodman, Sharon To, John Chandler, Cedric and friends -All Knowing Fish.

WHAT IS WONDERFUL ABOUT THIS WORK?

We needed to make customers feel closer to The Carphone Warehouse (CPW), so that they come in-store rather than go direct to their phone network. We created an irreverent, engaging and different way of engaging customers: CPW gives you impartial advice (about phones): so our All Knowing Fish gives impartial advice about whatever else is on their mind. 38% of visitors asked a question and open rates for email were 15% higher.

WHAT DETAILS OF THE STRATEGY MAKE THIS A WINNING ENTRY?

CPW is the UK's leading retailer in the cross-network mobile market. The experience is quite different to when a customer visits a network store - they receive impartial advice about which network, plan/ and phone suits them best. Our role was to find new ways to talk to customers throughout their contract. We created a suite of three types of SMS/email communications: SUPPORT (especially at the start of their contract), SAVE (especially at the end) and SURPRISE (for mid-contract comms). We wanted to test something more customer-focused, than the current product-focused e-newsletter. We chose to dramatise the brand's key differentiator: impartial advice.

HOW DID CREATIVITY BRING THE STRATEGY TO LIFE?