Phones 4U

From Wikipedia, the free encyclopedia

Phones 4u is a large independent mobile phone retailer in the UK. Since opening in 1996, it expanded to 400 stores throughout the United Kingdom.

[edit] Advertising

Phones 4u adverts appear on UK television and feature Jack, a charismatic American who moves to a small English town full of bizarre characters. Each advert has the unstoppably energetic Jack enthusing about Phones 4u and the latest mobile/cellular phones to the characters, many of whom are unable to understand the concept of 'phones', let alone the advertising itself. Regular characters include Billy Boy and Scary Mary. They have been featured regularly in many settings including a pub and more recently, a weird seaside beach.

The confusing scenes on the beach draw a kind of parody with the confusion people feel when buying a new mobile and being presented with bewildering levels of choice. Jack provides a calm and informed understanding that cuts through the confusion and promotes Phones 4u's more irreverent style.

The advertising campaign was developed by a London agency called WCRS. They have worked on the campaign since the end of 2003.

[edit] Company Background

As of the 1st of April 2007, Phones 4u are no longer able to sell new O₂ contracts removing their title of being the only mobile retailer to offer all the main networks.

The Phones 4u head office is based in Crewe, Cheshire and was until recently part of the The Caudwell Group formed by John Caudwell. In September 2006 the group was sold and Phones 4u is now owned by Providence Equity Partners