Exclusive: Alcatel launches first major UK consumer campaign

 Exclusive: Alcatel launches first major UK consumer campaign

Alcatel has launched its first major consumer promotion, offering free return European flights with every purchase of its new POP 4 smartphone.


Starting from 1st July, any customer who purchases the brand’s new POP 4 device, on sale for £89.99, will get a free return flight to one of nine European destinations.


Speaking exclusively to Mobile, UK boss William Paterson said the six week offer marks the manufacturer’s first campaign of this kind in the UK. Last year, Alcatel launched its first major global campaign at the launch of its Idol 3 flagship.


Paterson explained that the brand is now trying to get closer to the consumer, having recently undergone a rebrand and dropping Onetouch from its name to appeal more to millennials.


‘This is the first consumer proposition we’ve done in the UK,’ he said, ‘and it shows how we’ve developed the brand. Now is the right time to be doing these things, we relaunched the brand with new products and our market share and position has grown. We’ve got 7.5% share in the UK and are number one in the UK for prepaid. We’ve got fantastic distribution across so many channels and now is the right time be speaking to the consumer more.’


Retail reach


Paterson explained that the new campaign will have a significant online and digital reach, with the manufacturer also looking to utilise its retail stores. Alcatel recently launched a field marketing team to help the brand expand its UK presence, something which Paterson described as a ‘great asset’ for the business.


‘We use our media campaign to push the offer and will also use our tech team to support retail which is a great asset for us to drive our consumer proposition.We’ve reached a point where we have grown dramatically, we’ve changed brand and become more consumer friendly and we are in a great deal of stores and it's time to bring it all together and take another step forward.’


Alcatel’s new offer will include return flights to either Berlin, Barcelona, Paris, Brussels, Stockholm, Amsterdam, Rome or Lisbon.



I trust that Alcatel have taken on board the disaster that was Hoovers free flight promotion in 1992.
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