London agency Brothers and Sisters landed Carphone Warehouse’s digital content business last year – doubtless to much gnashing of teeth at regular agency CHI & Partners – and this is its debut campaign on Carphone’s YouTube channel, featuring comedian Keith Lemon extolling the benefits of its Pin Point ‘customised deal’ product.
Carphone marketing and customer director Julian Diment says: “We launched Pin Point 20 months ago and it’s had a major impact on our customer experience and satisfaction scores. We’re so proud of Pin Point and ready to shout it from the rooftops which is why we’ve built our Super Mega Personalised entertainment franchise to communicate the benefits in an engaging and entertaining way.”
Brothers and Sisters CEO Matt Charlton says: “This is great example of a modern approach to creative. It’s a launch of an entertainment franchise where we use online content as the hub of the entertainment experience but then have a flexible enough property in Mr Lemon to export it out to any channel you choose.”
All of which doesn’t sound very good for CHI at all.
Lemon is something of an acquired taste but he performs well enough here. A useful way to showcase Brothers and Sisters’ content creation skills too.
MAA creative scale: 7.
(This is an updated version of an earlier story).