The mobile retailer is offering the Xperia T3 free on contracts starting on £21 over 24 months, and it'll even throw in a Sony Smartband free of charge for pre-order customers.
The bad news is that even though you can pre-order the big-screened Xperia T3 today, you'll still have to wait until July 24 for it to actually be shipped out.
Despite its 5.3in display, the Xperia T3's mid-range billing means you only get a 1280 x 720-pixel resolution, and the quad-core processor is clocked at a modest 1.4GHz.
The middling spec continues with 1GB of RAM, 8GB of storage and a microSD card slot, 8MP/1.1MP cameras and a 2500mAh card slot.
On the plus side, the larger display will appeal to many budget buyers, as will Sony's imaging strength, a stainless steel shell measuring just 7mm thick.
On top of the expected Android 4.4 KitKat is the presence of 4G LTE networking, though that's becoming less of a big deal with each new handset of the Xperia T3's ilk to offer high-speed connectivity.
The Sony Xperia T3 will be available through other carriers in due course, though as far as we know CPW is the only provider offering the Smartband wearable as a pre-order bonus.