Success Is … Being a Phones4U Winner

Posted on: May 23rd, 2011 by Jason 4 Comments

We’re a little late covering this story, but it’s worth a mention. The demise of the tiebreaker is often lamented in some circles of comping. Many miss the skill that’s required in coming up with a unique strapline in 12 words or less whilst others miss searching previous competitions to find a chestnut or two to borrow. However, creativity is the current comping buzzword and there are good prizes to be won if you’re prepared to go above and beyond retweeting, liking or sending in your details.

Take Phones4U and their “Success Is…” competition for example. You had to do the usual Facebook liking and then come up with a strapline in order to create your own Phones 4u press advert. There were Nokia E7 Sliver mobiles on offer for the ten winners. To guide entrants Phones4U even included some examples of their own. Their ideas included “getting away with it” and “pulling your best mates fit sister”.

The latter is key to the competition. Whilst “press advert” suggests they’re looking for something sensible and professional, the example is indicative of where they’re actually pitching things.

The winning entries most certainly caused a bit of a reaction. Amongst the winners were Success is… “owning the burger van outside the social club on weight watchers night”, “not drunk texting your Ex on a night out”, “Winning! (but not necessarily in a Charlie Sheen way”, “facebook stalking a hottie & their profile being open” and perhaps the most controversial “being the filling in a mother/daughter sandwich”.

The latter comment (and the weight watchers one) has resulted in a few comments from their followers. Our view is that Phones4U probably should have made it clearer that they wanted something more inline with The Inbetweeners than a press advert. Even so, a couple of the winning entries are a bit cringeworthy.

In response to user feedback, Phones4U have kind of of apologised by commenting on their wall – “thanks to the huge number of entries we got for this competition and the winning entries that made us smile. We’re sorry that a few of you didn’t like the entries that won, but we were just having a bit of fun with Nokia’s new ad campaign”.

Overall, we do have to remember that the judge’s decision is final, even if you like/dislike the quality of the winning entries. Unfortunately this is the problem when competitions are judged.

At least it wasn’t a voting competition, eh?

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4 Comments! Join The Conversation!

  1. Angie-k says:

    I still think the “sandwich” was an odd choice, but offended? Takes a lot more to offend me =D I’m impressed that they chose 3 more winners though. Well done to ALL the winners. Next time I’ll have to talk about wanting a father/son threesome, and maybe I’ll win something too, hehe

  2. ide6mh2b says:

    This does indeed highlight the need to not only read the instructions but also the tone of a competition.I personally didnt find any of the original winners offensive.On the other hand calling the judges names as some did was distasteful and in my opinion gave competition entrants a bad image.I especially commend the phones4u team for listening and responding in the positive way they did when under no obligation to do so.Not least because I benefitted to the tune of one sparkly new Nokia E7 ! Thank you.

  3. bristolgirl says:

    I commented on Angie k’s original post that I thought the winners were quite funny but more suited to a lads mag. However the comp had somehow passed me by and I hadn’t actually looked at any examples or t&cs. Having now read some of the examples on this blog I can see why those winners were chosen. Yes I feel sorry for those who spent a long time coming up with an advertising slogan, but it serves as a further reminder to read all the relevant info carefully. I to would be careful of complaining to much we may not agree with the judges, but its better than a vote type comp.

  4. deja1214 says:

    I actually won one of these phones (fresh prince) and had to put myself in the shoes of the phones4u staff who I assummed were “guys who would go to the pub.” I agree, everyone needs to consider their audience and not get angry if you don’t get picked (although I realise some people were angry because they felt offended). There are a million comps that I don’t win where I’ve put in effort but it just wasnt what they were looking for. I move on and try again!

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