Phones 4u - The relentless ascent: how Phones 4u pursued and outmanoeuvred the competition

Jane Palmer, Abi Swainbank and Rod Ramage

When Phones 4u launched ‘Ashamed of your mobile?’ it was into a saturated marketplace, where growth was stalling and losses were being made.
Agency: Cheetham Bell JWT, MediavisionAuthors: Jane Palmer, Abi Swainbank and Rod Ramage

Phones 4U

The relentless ascent

How phones 4u pursued and outmanoeuvred the competition

INTRODUCTION

A business focused on being the best

The Caudwell Group, a mobile communications company, has experienced phenomenal growth since its formation in 1987. Phones 4u is their retail brand, in one of the most competitive sectors, characterised by hourly sales figures and instantaneous price matching.

This case study will demonstrate that at the beginning of the 'Ashamed of your mobile?' (AOYM) campaign, Phones 4u had an enormous...

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