The activity, 'A-list phones at C-list prices', is intended to boost seasonal sales and includes a range of price-cutting initiatives, such as £20 off colour-screen Virgin Mobile phones and £10 off all other phones.
A roadshow will tour towns and cities, treating visitors as VIPs in a special zone which will display the company's latest phones. Visitors will be given the chance to win handsets and other prizes.
The promotion will be supported by poster and outdoor ads that reinforce the mock-celebrity theme.
The campaign, which will run until the end of January, was created by promotional event specialists Zak Facta.
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