Alcatel: The People's Champion - Democratising technology with a fully integrated communications campaign

  • Tom Simmons
  • Harriet Andrews

In 2018, we were tasked with launching mobile brand Alcatel into the £100-£200 price range category. We developed The People’s Champion campaign based on insight that lots of people want really great phones and tablets at affordable prices. Democratising technology is part of Alcatel’s DNA, offering ‘GREAT TECH’ at a ‘GREAT PRICE’ under the brand ethos there’s ‘a phone for everyone’ Devising the strap-line ‘Great Tech, Great Price – a phone for everyone’, we attacked the market with an integrated comms strategy targeting families of first-phone users. Digital ads featured on Google Display, Facebook, Twitter and Amazon. Traditional media included Metro, Talk Sport, and outdoor media sites. The Alcatel Tech Team, a dedicated field marketing team of 19 visited over 50,000 stores across the UK and Ireland to engage with retail staff, training them on Alcatel devices and the brand proposition “Great Tech, Great Price” whilst also building brand advocacy. PR coverage was achieved in every tabloid and mainstream newspaper with many journalists and tech editors positioning it as the ‘best value’ phone on the market. We achieved widespread online coverage with key gadget and comparison sites driving our audience to our retail partners. Social media included animated posts, competitions and influencer seeding. 1. Over 50 million Google Display Ad viewers 2. 865.2k people reached on Twitter 3. 2.89 million people reached on Facebook 4. Outdoor media campaigns launched in the UK & Ireland 5. Nationwide Metro campaign in October and December 6. Over 12,000 store visits and 30,000 retail staff trained by Alcatel Tech Team 7. Nearly 100 media articles with advertising value of £2. Through the combined efforts of The Alcatel Tech Team and The People’s Champion communications campaign, we helped to cement Alcatel’s position as the No.4 brand by volume in the UK & Ireland.

Client: Alcatel