Vertu donates cleft palate surgery for every handset sold

Vertu: launches phone in collaboration with Smile Train
Vertu: launches phone in collaboration with Smile Train

Nokia-owned luxury mobile phone brand Vertu will provide free corrective surgery to a child with a cleft lip or palate for every Constellation Smile handset sold.

The initiative is being run in partnership with the Smile Train charity and will be supported by an online, CRM and in-store campaign.

M&C Saatchi created the campaign that will kick off with a global launch event tonight (12 June) in London. The event will unveil the Constellation Smile handset and a photography exhibition by Mary McCartney.

The campaign is based on the concept that being able to communicate clearly is key to success in life, regardless of whether they are a top business executive or a disadvantaged child.

Vertu is positioning the Constellation Smile handset as "the key to better communication for all".

The creative features Smile Train success stories and explains who benefits from the scheme.

The activity is designed to build on the existing Vertu campaign, which positions the phone as a way of providing access to a world of exclusive experiences.

Vertu has struck deals with members clubs around the world to give owners access to exclusive facilities in major cities.

Adam Thomas, head of global PR and communications at Vertu, said: "The unique partnership between Vertu and Smile Train is driven by the belief that everyone should have the right to clear communication.

"Mary McCartney’s beautiful photography perfectly captures the joy of children helped by Smile Train."

The Vertu website will host the campaign, McCartney’s photography and a film about the project, which links a Constellation Smile handset model to a child to tell their individual story.

The promotion is targeted at Vertu’s key markets, including Europe, Asia and the US.

Each Constellation Smile is made by one craftsman. The touch screen handset comes in a range of vulcanized rubber including coral blue, coral red, pebble grey and anemone purple.

Struggling handset maker Nokia is reported to be in advanced talks about selling its UK-based subsidiary Vertu to private equity group Permira.

Follow Matthew Chapman at @mattchapmanUK


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer