Carphone Warehouse targets 'consideration phase' for upgrades

Carphone Warehouse has today launched a six-figure six-month content partnership with Future's technology brands, TechRadar, T3 and Gizmodo UK.

TechRadar: signs deal with Carphone Warehouse
TechRadar: signs deal with Carphone Warehouse

The mobile phone retailer is aiming to reach consumers in the early stages of thinking about upgrading their smartphone through the tie-up with Future's technology brands, which the publisher claims reach more than five million people the UK each month.

The partnership centres around on a 'Smart Choice' content hub that has been created within TechRadar's technology news and reviews website.

Carphone Warehouse claims there is a three-month "consideration phrase" when people review options for their next handset purchase. It wants to reach consumers in this state of mind, to provide them with engaging information about choosing a new phone.

The Smart Choice hub offers in-depth information to those thinking about upgrading, including answers to questions from consumers researching their next handset and reviews and news about phones.

Video content is integrated into the hub, in partnership with Carphone Warehouse's video agency, Adjust Your Set.

Tech lifestyle magazine T3 and technology website Gizmodo will launch other digital activity later in the week.

The partnership was created by Future and Carphone Warehouse's media agency m/SIX.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Meet the new breed of ad agency chiefs

A new wave of first-time CEOs are opting to do things differently in an evolving landscape. They discuss the business model of the future with Jeremy Lee.

Case study: How 'This girl can' got 1.6 million women exercising

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published