Phones 4 U Upgrade Price Promise

 

Phones4U is drawing to attention to its upgrades offering with a £10m campaign, after research revealed consumers were unaware of the service.

Television activity launched 16th June as part of the "upgrades 4u and u and u" campaign. It stared ex-'EastEnders' actor Dean Gaffney and a voiceover from 'Inbetweeners' star Alex Macqueen.

Phones4U commissioned research from YouGov that revealed only 44% of the 2,000 people surveyed listed Phones4U as a destination to get an upgrade, while nearly half of those surveyed were surprised they could get an upgrade from Phones4U if they had bought the phone elsewhere.
Caspar Nelson, head of brand communications at Phones4U, said: "We found there were some Real misconceptions among consumers in terms of their options around upgrading and certainly weren't placing Phones4U at the top of their consideration list when it came to upgrading their mobile phones.

"We have never really had any significant spend around upgrades so is kind of a new area."
Humorous creative work will answer specific misconceptions held by people, including not being able to upgrade by phone or having to upgrade via their network.
Different channels will cover common misunderstandings and an outdoor ad will reassure people that they can keep their number when they upgrade.

Nelson insists the move away from its "scary" themed advertising was not a result of the hundreds of complaints the ads received and added that the latest creative is aimed at a wider audience.
The upcoming campaign is aimed at 16- to 34-year-olds rather than the 16-24 audience of the horror-themed advertising.

Nelson said: "The message around upgrades by its nature is much more inclusive message that goes out to a much wider audience.

"It’s not a conscious decision to move away from being scary – it was only ever going to be a three month campaign and the answer to a brief we had."

The multi-channel campaign will also include radio from 21 June, a nationwide outdoor and press campaign from early July, and in-store, social media and online activity.

The ad creative was developed by Adam & Eve with media managed by its media planning and buying arm, Eden.         

       Upgrade Price Promise Terms and Conditions

• Upgrade Price Promise: If, as part of a pay monthly upgrade, you find a cheaper price for a handset with a competitor, on the same tariff and terms as offered by Phones 4u, then we will match the price of the handset.
• Qualifying Tariffs: This applies to consumer pay monthly upgrades only, and excludes SIM-free handsets, PAYG, business, or new connections and any 'gift-with-purchase' or cashback offers.
• Competitors: this means Carphone Warehouse, O2, Orange, T-Mobile, Vodafone and Virgin Mobile retail and online stores.
• Comparing online & in-store deals: we will only match our online prices against competitor online prices and store prices against competitor store prices. We cannot match online prices in our retail stores and vice versa.
• Matching individual deals: we can only match published handset prices. We cannot match any variations to these advertised prices (e.g. variations offered directly to individual customers).
• Like for like comparison: the handset and tariff being compared must be identical (e.g. same duration, monthly cost, inclusive minutes/texts/data, same make, model, design & network), must be in stock and subject to the same terms of sale (e.g. delivery/warranty).
• Proof: you must provide proof of the cheaper price which is satisfactory to Phones 4u.
• Deals already completed: the price promise is not valid in relation to any deals already entered into at the time when you seek to enforce the price promise.
• We reserve the right to withdraw this Promise or change these terms and conditions at any time

The rest of Phones 4 U's  

'terms and conditions' can be found here