Carphone Warehouse | Customer Upsell Strategy

Commercial Challenge: Drive high-margin device upgrades and increase average transaction value (ATV) in a highly competitive market by shifting consumer behaviour from passive purchasing to proactive upselling.

GTM Strategy & Execution: Developed the "Don't Ask, Don't Get" strategic narrative and executed a celebrity-led omnichannel rollout (the Dubai "Upgrade" campaign). Orchestrated distribution across premium broadcast "gold spots", pre-roll cinema, and digital platforms to incentivise consumers to actively negotiate upgrades.

Commercial Outcome: Captured an estimated 7 million viewers during the peak summer blockbuster season, driving high cross-platform engagement. The strategy solidified the brand's "Price Promise" positioning and delivered exceptional audience affinity, directly leading to the commission of a sixth consecutive campaign.