WDMP created the mailing, which specifically targets customers at upgrade point and incentivises them with a "text to win" competition for two VIP tickets to the final of the reality TV show.
By using customer data, WDMP and Carphone Warehouse have been able to tailor the copy as well as the accessories and cross-sell offers to the recipient.
The mailing is created in the style of a celebrity gossip magazine Chatter, with the recipient's current phone telling the interviewer about its fears that it is going to be dumped for a younger model.
For example: "With younger models throwing themselves at Carmel [recipient's name], this Sony Ericsson K700i is not sure what the future holds for their relationship".
On later pages, the new models on offer are paraded under lines such as "Let's get together Carmel" and "Ready for a new relationship Carmel?".
The seventh series of 'Big Brother' kicked off last night with Carphone Warehouse as sponsor for the third series in a row.
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