In a full marketplace where growth had halted, Phones4U launched 'Ashamed of Your Mobile?', at a time when the company was a small player with little brand awareness. Research showed that customers visited 2.7 stores when buying a mobile, Phones4U wanted to get on this list by positioning itself equally with Carphone Warehouse and The Link. Increased footfall would in turn increase sales and improve confidence in the brand. Stance was taken that the phone was not just functional but should be seen as fashion accessory as well. Top of the mind awareness of the brand increased by 83%,overall awareness increasing to 42%. Gap with main competitors was eliminated