Phones 4U is hoping to appeal to a wider audience with a “less polarising approach” to its latest marketing campaign.

The mobile phone retailer, creator of several of the most complained about ads of 2011 with its horror-themed spots, is targeting its latest efforts at consumers aged between 16 and 34.

“Upgrades 4u and u and u” aims to banish the misconception that consumers can only upgrade their devices with the company they previously bought the original handset from.

YouGov research suggests that just 44 per cent of people are aware that a retailer like Phones 4U can offer upgrades even if their contract was purchased through a different operator.

Head of brand and communications at Phones4U Caspar Nelson told Marketing News that the campaigns will stand out.

“We know we stand apart [but we hope this approach will make] people see us as more irreverent and humorous than some of our competitors,”

Posted by Simon Thomas

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