The largest independent mobile phone retailer in the world with 9,000 staff, 2,400 stores, operating across 11 global markets.
To create a brand campaign and communications materials for a year long celebration of Carphone's 25th birthday, involving both staff and consumers. The campaign had to engage staff across all UK and global locations and ensure consistent engagement levels over a period of 12 months.
Centred around a bespoke interactive microsite, we created a campaign brand around the idea of '25' using elements from their existing brand guidelines and values. The campaign utilized digital channels, POS, in-store events, brochures and road shows with varying monthly themes and initiatives covering consumers, sales, CSR and technology.
The campaign took hold of people's imaginations almost immediately. Within the first month, every single Carphone Warehouse employee had engaged with the microsite by uploading stories, videos, images or entering competitions.