I’m going to write this post in a slightly different way. This is a direct message to Alcatel OneTouch, and you can all read it.
Now, I’m a lucky boy. I get to travel to places like Barcelona and see all the latest gadgets get launched during Mobile World Congress. However, when I visit the Alcatel OneTouch stand I’ll take a full A4 pad and a selection of pens. Their range, at one point at least, was simply insane. I remember visiting one year and almost getting snow blindness at the baffling arrange of devices on offer. All of them had different names and model numbers. It was like reading out the barcode from every product in a supermarket.
So I come to this email, from Alcatel PR, with a bit of trepidation. Luckily, they just want to tell me about one phone (albeit in two screen sizes variants) – the Alcatel OneTouch Idol 3. Key feature? Well, after a few beers you can take it out of your phone and use it upside down. That’s good. How many times have you taken your smartphone out only to turn it the right way up? That’s milliseconds of your life that you’re pointlessly wasting. So Alcatel have sorted it.
They’ve also got a big marketing push coming your way, so expect to see this rammed digitally into your eyeballs very soon…
https://www.youtube.com/watch?v=t5aHXFbLEAE
This is the first time that Alcatel have done this in the UK and Ireland, so we’re expecting to see the 4.7″ Idol 3 heading here pretty soon. It’s the slightly smaller version of the 5.5″ model and features a 1280×720 HD screen, Android Lollipop and 4G capability. Powered by a quad core 1.2GHz CPU it has a 5 megapixel front camera with a 13 megapixel rear shooter featuring an LED flash. They’ve even got a funky website where you can find out more about the device. Memory is 1GB with 8GB on-board or 16GB for the dual SIM version, but either way you can stick a microSD card in. There’s a 2000 mAh battery and a proper loudspeaker and sound system.
How much? Well, if you want the 4.7″ version it’s an entry-level price for a mid-range phone – £159 from Clove. The 5.5″ version, which has more storage and a better front camera too, is available for £189.60. We’ve already unboxed the 5.5 version here, so dive in to take a look.
ALCATEL ONETOUCH LAUNCHES FIRST EVER UK & IRE ATL CAMPAIGN FOR NEW IDOL 3 SMARTPHONE
“It Rocks, Even Upside Down,” the brand’s first truly global campaign.
UK, August 6th, 2015 – ALCATEL ONETOUCH have created a major integrated campaign for the launch of ALCATEL ONETOUCH’s new flagship smartphone, IDOL 3. The campaign will run globally and illustrates the behavior of an age 15-34 interconnected audience.
ALCATEL ONETOUCH’s first truly global launch raises the bar in response to its ambitious sales expectations. The brand is carving out a new position in the smartphone industry with its IDOL 3, a device with standout features, including dual front speakers enhanced by JBL technology; a Technicolor-enhanced screen easily readable even in bright sunlight; a superfast-focus camera, great for night-time shots and a unique IDOL 3 feature — a 100% reversible user interface.
The campaign, which meets the objectives of awareness, brand positioning and POS activation, is being managed by three Ogilvy Paris entities: Geometry Global Paris, which oversees and created the campaign; OgilvyOne Paris, in charge of buying media, and Ogilvy PR Paris, which manages press relations.
The request was for a fully integrated campaign in more than 40 countries that would present the product on all available media: TV, radio, print, OOH, POS, digital and social networks.
“Shaking Up the Industry”
“This campaign was an exciting challenge, because ALCATEL ONETOUCH wanted to strengthen its image with its premium IDOL 3 smartphone,” remarked Reza Ghaem-Maghami, Geometry Global CEO and president. “We decided to focus on the mind-set of a brand that shakes up the usual codes of the industry — that turns everything upside-down. Literally.”
“We loved Geometry Global’s approach for our biggest media campaign ever,” said Dan Dery, ALCATEL ONETOUCH’s Chief Marketing Officer, “because they made IDOL 3 the hero of the campaign. The TV ad is shot like a music video and each scene highlights a different feature of the phone.”
IDOL 3’s Topsy-Turvy World
Lifestyle images of a skateboarder, a woman on the go, ballerinas and a reverse kiss highlight IDOL 3’s principle benefits: the screen, the sound and of course the fully functional reversible interface.
The “KISS”
The surprising, emotional, rock’n’roll key image of the campaign is at the end of the spot: a young woman walking down the street gets an upside-down kiss from her boyfriend, who swings suddenly into the frame from above, emphasizing the phone’s reversibility.
The campaign will run in 43 countries worldwide and includes:
· TV
· Movie theatres
· Digital displays
· Online videos
· Events
· Native advertising
· Social media and search optimization
