ALCATEL 2019-10-16T14:58:09+01:00

Project Description

ALCATEL

The People’s Champion

We are honoured to have represented Alcatel UK & Ireland for the past decade. A long-term client relationship that began with us managing traditional PR and media relations and has since grown and evolved to a fully integrated marketing service. 
 
In 2018, we were set the task of helping to launch Alcatel in to the £100-£200 price range category and we developed The People’s Champion campaign based on insight that lots of people want really great phones and tablets at affordable prices. 

Utilising 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 team of 19 trainers visited over 50,000 stores across the UK and Ireland to engage with retail staff, training them on Alcatel devices and explaining the brand proposition of “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 site 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 £2.8m

ALCATEL

The People’s Champion

We are honoured to have represented Alcatel UK & Ireland for the past decade. A long-term client relationship that began with us managing traditional PR and media relations and has since grown and evolved to a fully integrated marketing service. 
 
In 2018, we were set the task of helping to launch Alcatel in to the £100-£200 price range category and we developed The People’s Champion campaign based on insight that lots of people want really great phones and tablets at affordable prices. 

Utilising 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 team of 19 trainers visited over 50,000 stores across the UK and Ireland to engage with retail staff, training them on Alcatel devices and explaining the brand proposition of “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 site 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 £2.8m

ALCATEL

The People’s Champion

We are honoured to have represented Alcatel UK & Ireland for the past decade. A long term client relationship that began with us managing traditional PR and media relations – and has since grown and evolved to a fully integrated marketing service. 

In 2018, we worked hand in hand with the UK team to develop The People’s Champion campaign.

Utilising our new proposition of ‘Great Tech, Great Price’, we attacked the market with an integrated comms strategy, targeting families in the C2DE demographic, focusing on non-London regions, and leading with the brand-new 3V handset that was selling at £120, at the same time as a £1000 iPhone had launched.

PR coverage was achieved in every single tabloid and mainstream newspaper, with many journalists and tech editors positioning it as the ‘best value’ phone on the market. 

Our proposition also helped to achieve widespread online coverage with key gadget and comparison sites – along with the Channel 5 programme, The Gadget Show. All media coverage featured a call to action, ensuring we were driving our mainstream audience into household name retailers such as Tesco, Argos and Carphone Warehouse. Brand-changing pieces of coverage were achieved on the 3V handset alone.  

Our experienced Head of Digital implemented a digital media plan, combining social media, SEO and AdWords to achieve online awareness. We worked with relevant influencers to also develop content around buying a great piece of tech at an affordable price – targeting both Gen Z tech focused personalities and family/mum influencers. This content was then shared across their high reaching social platforms – and amplified through the branded channels we operate. 

Results of The People’s Champion campaign included:

1) Over 487k activations from q2-q4

2) Over 50 million Google Display Ad viewers 

3) 865.2k people reached on Twitter

4) 2.89 million people reached on Facebook

5) Outdoor media campaigns launched in the UK & Ireland

6) Nationwide Metro campaign in October and December

7) Over 12,000 store visits and 30,000 retail staff trained by Alcatel Tech Team

8) Nearly 100 media articles with advertising value of £2.8m