Our phones are trusty workhorses, forever being filled up with memories. So to celebrate how hard they’ve worked, we created a trade-up campaign with a difference. We would offer people new phones at a bespoke discounted rate. A discount based entirely on how hard their current phone had worked for them, even if it was an apple.
To produce our spots we literally cast phones not people. Phones from single parents to serial daters. Real people that let us dissect their phones and lives for existing content. This led us to retell the classic story of parenthood and love in a whole new and modern way. Each relatable story celebrated just how hard that phone had worked for the person featured in our stories.
At the end of each spot, people were served a unique offer based on their current mobile device and how long it had been active.
By pulling real moments from their phone and social handles we had so many rich moments. So rather then squeeze them into a 60 we decided we would create further content that allowed us to target various audiences.