A branded video player will show a series of “Smarter World” films, the first of which will launch later this week and will focus on an amateur photographer who uses a smartphone camera.
The second tells the story of a blind athlete who uses sports-related apps as part of his training, in an effort to inspire people about the possibilities offered by smartphone apps.
The documentary-style films will be complemented by a series of informative ‘how-to’ video guides offering practical tips on how people can use their devices.
Alongside each film, Carphone Warehouse will challenge customers to recreate the techniques featured in the films and upload their own content to the video player platform.
Content showcasing different aspects of smartphone use will be rolled out regularly throughout the next 12 months. All the brand’s content and UGC will be hosted on the branded video player, created by Adjust Your Set. It will be mobile optimised and integrated with the brand’s Facebook, YouTube and website.
The campaign will be supported with press, social media and online ads and the retailer is considering a series of live experiential events alongside the video content.
Viola De Girolami, social media and digital marketing manager at Carphone Warehouse, says: “It’s not about selling something to people, it’s about trying to inspire people about what their tech can do through real life stories. We wanted to make [the campaign] significantly different to other smartphone content to generate awareness but make sure people can relate to the stories.”
The move is part of the retailer’s long-term objective to become a destination for information and inspiration around smartphones and tablets.