True Love is the 5th Mowbli ad from The Carphone Warehouse. In this commercial, we see Mowbli, an animated mobile phone, and his owner happily enjoying themselves together over a number of years. We hear a voiceover explain how The Carphone Warehouse will look after your phone for the duration of its life. And when you decide it is time to get rid of it, well look after your next phone too.
Philosophy
The big idea CHI developed illustrates that The Carphone Warehouse is more than a shop, its a service. The corresponding for a better mobile life campaign, illustrates that phones that come from The CPW have happier and more productive lives. This is because of the unique services they offer including number storage, insurance, repairs and upgrades. In addition to putting some clear blue water between our competitors and ourselves (C. Dunstone, Chairman of CPW), the campaign has helped contribute to market share growth from 16% to 26%.
Problem
When the Mowbli campaign was launched in 2001, The Carphone Warehouse was facing an ever growing amount of competition from new chains and independent retailers. For the first time in their history, their market share fell. Further to this, research had shown that customers did not care where they bought their phone; they were only interested in the actual handsets.
