Carphone Warehouse targets Valentine’s Day scrimpers

Carphone Warehouse is targeting frugal lovers this Valentine’s Day with a print ad that doubles as a paper bouquet.

Carphone Warehouse is targeting frugal lovers this Valentine’s Day with a print ad that doubles as a paper bouquet.

Designed by CHI & Partners, the double page spread can be transformed into a makeshift bunch of flowers in three easy steps and features the strapline ‘Why spend more this Valentine’s Day?’:

It’s the latest instalment in CHI & Partner’s ‘Scrimpers’ campaign for the brand, which aims to cement its position as a value retailer by celebrating ‘the filthy, the frugal and the downright tight’.

The campaign launched last September with a humorous 40-second spot depicting characters engaged in various money-saving antics, from cutting their own hair (with disastrous consequences), to stuffing their handbag full of pastries from a free buffet.

 

As some have pointed out, the ad does follow a similar concept to designer Jack Renwick’s excellent cover wrap for The Metro done when she was at The Partners in 2010 (below), but by targeting penny-pinching men and women on Valentine’s Day, CHI & Partners has provided a great seasonal follow up to the original Scrimpers campaign. If you’ve yet to buy a gift – or are just too tight to pay for one – you can find it in various national newspapers.

Credits

ECD: Jonathan Burley

Creative direction: Rob Webster & Alexei Berwitz

Copywriting and art direction: James Crosby & Will Cottam

Design: Max Henderson

More from CR

In pursuit of an idea

The Design of Understanding conference was a welcome celebration of how stories can help to make great work

Ikea’s RGB billboard

In a neat twist on Ikea’s space-saving appeal, German agency Thjnk Hamburg has created a billboard ad which displays three different headlines thanks to the use of coloured bulbs

Artworker

NAO (National Audit Office)