ALCATEL 2018-10-16T17:13:38+00:00

Project Description

ALCATEL

Owning the Hearts and Minds of Mobile Retailers, Changing Consumer Perception and Driving Sales

Our brief from Alcatel was to provide an integrated marketing communications service to help it become the No.3 mobile phone company by volume in the UK.

We talked with over 300 mobile phone retailers and heard that Alcatel makes great phones but consumers don’t know what the company stands for; they don’t know what the brand means. Then we asked a panel of 20,000 consumers what they wanted from phones at different price points and they told us that they want really great technology, but don’t want to pay ridiculous prices or be tied to long contracts.

We realised that for years Alcatel has been making great phones at really affordable prices, but it hadn’t been telling its own story very well. So we designed a communications campaign called The People’s Champion and set about telling people that Alcatel is all about Great Tech at Great Prices.

Our in-house creative team produced a series of adverts for digital and outdoor media showing consumers that Alcatel is the People’s Champion and that great tech doesn’t have to break the bank. Our in-house planner ensures the ads are seen throughout the consumer journey, including in-store, Google Display Ads, search ads, price comparison sites and outdoor media sites.

We recruit, train and manage a full-time Tech Team which visits over 1,000 retailers and call centres a month, focusing on building relationships with retail and call centre staff, and winning the hearts and minds of retail through training and relationship building.

We design and run Alcatel’s PR and social media campaigns; we use traditional media and social media channels to amplify the People’s Champion message. We manage Alcatel’s brand partnerships, ranging from The Clothes Show to The Rugby Super League, and produce these events through our in-house production team.

We design and build Alcatel’s trade marketing experiences to engage with trade customers and reinforce the Great Tech, Great Price message. And we even converted a London taxi into a VR experience, The Boom Me Up Taxi.

Results
According to GFK Data, Alcatel moved from No.4 to No.3 by volume of mobile handsets sold in the UK, with 10.5% of the total market share. The People’s Champion campaign has allowed Alcatel to launch in the lucrative £100-£200 price-point category. The Alcatel Tech Team was recognised industry-wide when winning the Mobile Industry Award for the Best Manufacturer Field Marketing Team.

Alcatel Advertising Agency London

ALCATEL

Owning the Hearts and Minds of Mobile Retailers, Changing Consumer Perception and Driving Sales

Our brief from Alcatel was to provide an integrated marketing communications service to help it become the No.3 mobile phone company by volume in the UK.

We talked with over 300 mobile phone retailers and heard that Alcatel makes great phones but consumers don’t know what the company stands for; they don’t know what the brand means. Then we asked a panel of 20,000 consumers what they wanted from phones at different price points and they told us that they want really great technology, but don’t want to pay ridiculous prices or be tied to long contracts.

We realised that for years Alcatel has been making great phones at really affordable prices, but it hadn’t been telling its own story very well. So we designed a communications campaign called The People’s Champion and set about telling people that Alcatel is all about Great Tech at Great Prices.

Our in-house creative team produced a series of adverts for digital and outdoor media showing consumers that Alcatel is the People’s Champion and that great tech doesn’t have to break the bank. Our in-house planner ensures the ads are seen throughout the consumer journey, including in-store, Google Display Ads, search ads, price comparison sites and outdoor media sites.

We recruit, train and manage a full-time Tech Team which visits over 1,000 retailers and call centres a month, focusing on building relationships with retail and call centre staff, and winning the hearts and minds of retail through training and relationship building.

We design and run Alcatel’s PR and social media campaigns; we use traditional media and social media channels to amplify the People’s Champion message. We manage Alcatel’s brand partnerships, ranging from The Clothes Show to The Rugby Super League, and produce these events through our in-house production team.

We design and build Alcatel’s trade marketing experiences to engage with trade customers and reinforce the Great Tech, Great Price message. And we even converted a London taxi into a VR experience, The Boom Me Up Taxi.

Results
According to GFK Data, Alcatel moved from No.4 to No.3 by volume of mobile handsets sold in the UK, with 10.5% of the total market share. The People’s Champion campaign has allowed Alcatel to launch in the lucrative £100-£200 price-point category. The Alcatel Tech Team was recognised industry-wide when winning the Mobile Industry Award for the Best Manufacturer Field Marketing Team.

Alcatel Advertising Agency London