Magazine article Marketing

Phones4U Ad Drive to Put Android to the Fore

Magazine article Marketing

Phones4U Ad Drive to Put Android to the Fore

Article excerpt

Phones4U is plotting a major marketing push to drive sales of Android phones.

The campaign, which will run throughout April, is timed to coincide with the upcoming launch of Android smartphone devices by Sony Ericsson, LG, HTC and Samsung.

Tongue-in-cheek TV and print ads on a royal wedding theme, created by Adam & Eve, will focus on a fictional stag party at a watersports park.

In the ads, a CGI version of Google's Android robot brand character will be seen wearing a 'mankini' male swimwear item. Over the next month, the retailer will also give away a 'commemorative' mankini with every Android phone sold in its stores.

Ads will use the line 'Protect your crown jewels'. Media planning and buying is being handled by Eden, Adam & Eve's joint venture with the7stars.

According to Russell Braterman, head of marketing at Phones4U, the campaign aims to tell the growth story of the Android phones.

'It is about offering choice for consumers and promoting the latest handsets out there,'

he said. 'Android has enabled manufacturers to bring these smartphones to the market.'

The campaign soft-launches this week, when an image of the mankini will appear on the brand's website. The TV ad breaks on Friday (1 April) to tie in with the launch of Sony Ericsson's Play and the LG Optimus 2X in Phones4U stores. HTC's Desire S, the Samsung Galaxy S2 and Sony Ericsson's Arc all launch next month.

Phones4U is one of the country's leading smartphone retailers. …

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