Phones 4U

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Phones 4u is a large independent mobile phone retailer in the UK. Since opening in 1996, it has expanded to over 440 stores throughout the United Kingdom and is still rapidly growing.

[edit] Advertising

Phones 4u adverts appear on UK television and feature Jack, an American who moves to a small English town [1] full of bizarre characters. Each advert features Jack enthusing about Phones 4u and the latest mobile/cellular phones to the characters, many of whom find the mobile market a confusing and overwhelming place. 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 personal approach to understanding its customers' individual mobile needs.

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

The Phones 4u head office is based in Newcastle-under-Lyme, Staffordshire and is owned by the US based venture capitalists Providence Equity Partners. Before the sale the firm was part of the The Caudwell Group formed by John Caudwell. The The Caudwell Group was sold for £1.46bn in August 2006.

Day to day management of the firm rests with the enigmatic characters Tim Whiting and Phil Dobson. Phones 4u has a thriving Direct arm which uses outbound telemarketing, and in February 2008 bought the rights to the Dial-a-Phone brand to strengthen its market share.

The Phones 4u Group of Companies also includes two successful insurance based businesses, Policy Administration Services Limited and Lifestyle Services Group Limited.