Alcatel Onetouch has announced a global marketing campaign in order to meet ‘ambitions sales expectations’ for its latest flagship device
The manufacturer has launched what it claims to be its ‘first truly global campaign’ ahead of the release of the new Idol 3 smartphone.
The campaign will run in more than 43 countries, across TV, radio, print, digital, social networks, cinemas and online videos.
Alcatel explained that it is focusing on raising brand awareness, claiming the brand will ‘carve out a new position in the smartphone industry’.
The Idol 3 will feature a reversible user interface, with Alcatel hoping the new device will ‘strengthen its image’, according to campaign creators Geometry Global. The company is a subsidiary of Ogilvy Paris, who oversaw and managed the marketing campaign.
CEO and president Reza Ghaem-Maghami said: ‘This campaign was an exciting challenge, because Alcatel Onetouch wanted to strengthen its image with its premium Idol 3 smartphone. 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.’