Carphone Warehouse has launched a new short film as part of its Smarter World campaign.
The 12-month campaign, which launched in February this year, has aimed to inspire people about the possibilities smartphones offer, and show the hidden capabilities that many frequently take for granted.
Created by Adjust Your Set, the film depicts the training and dedication of blind ultra-marathon runner, Simon Wheatcroft, via smartphone technology.
The film shows how Wheatcroft, who lost his eyesight at the age of 17, depends on his smartphone apps when he is training for marathons.
Gareth Jones, head of online marketing for Carphone Warehouse, commented on the campaign: “Simon’s story is truly inspirational and one we’re proud to tell through the Smarter World campaign. It’s through branded content we’re able to engage our customers and show them new insights into smartphone technology that many people don’t realize or take for granted.
“The aim of the campaign was not to drive product sales, but inspire and engage. We’re certainly achieving this through this campaign.”
Chris Gorell Barnes, CEO and founder of Adjust Your Set, added: “There is a science to creating great editorial content – you need a perfect mix of user-generated, social and commissioned video, as well as the contextualisation via technology. The Smarter World campaign has exemplified how branded content is pushing the boundaries of marketing.”
Carphone Warehouse are continuing to encourage people to upload their own photos and films as part of the campaign.