Carphone Warehouse launches ‘inspirational’ content campaign

Carphone Warehouse is launching a series of documentary films designed to inspire people to get more from their smartphones as part of its strategy to use video content to bolster its position as a destination for tech advice.

carphone-warehouse-website-2013-460

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.

Recommended

Knowledge Bank

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now