Agency: Unit 9
Client: Carphone Warehouse
The Carphone Warehouse is sponsoring The X Factor for the second year running with a fully integrated campaign.
The retailer is giving viewers another opportunity to show off their singing talents with The Carphone Warehouse X Factor Challenge creates online by Unit 9.
Viewers can record one of eight classic tracks from Madonna’s ‘Like a Virgin’ to Culture Club’s ‘Karma Chameleon’ or Spice Girls ‘Wannabe’.
There are more ways to enter than ever this year for a chance to appear on TV during the show’s ad breaks..
As well as recording their entry via the Freephone number, viewers can enter online using their computer microphone at www.carphonewarehouse.com/xfactor
There is a new twist in the website experience this year where users can create their own character which gets animated and combined with their voice recording to create a truly unique performance.
Here people can rate their favourite, wackiest and funniest performances from others, send their own attempts on to their friends and upload their recordings to their facebook page.
CHI&Partners have led the creative development of the sponsorship once again this year, in partnership with unit9 and Blinkink, following an award winning campaign in 2007.
The creative style this year follows the new Carphone Warehouse brand identity with the simple hand drawn illustration style and stop-frame animation technique of Kristofer Strom.
The Carphone Warehouse has recently launched a new brand identity and through the line campaign to signal its transformation from a retailer of mobile phones to now encompass broader connected technology.
It sees a return to its core value of delivering ‘simple, impartial advice’, as it seeks to help customers navigate what can be confusing, albeit exciting technology.
The X Factor Fever will hit over 800 Carphone Warehouse stores and customer communications throughout the series, with competitions, promotions and live experiences at various stores to encourage public and employee interaction.