Alcatel starts 20m global phone blitz

French telecoms company Alcatel is launching a 20m global advertising campaign in its first consumer branding push.

The campaign for Alcatel’s “One Touch” mobile phone range breaks this week. The UK campaign incorporates TV, cinema, national press and London taxi cab advertising.

Alcatel is better known as a telecoms manufacturer but now wants to push its consumer products.

The campaign targets “trend-setters” with black and white press ads in Sunday broadsheet supplements. The 30-second TV ad, which plays on a “Mission Impossible” theme, highlights the phone’s three-line message display.

Alcatel director of marketing and consumer communications Klaus Wustrack says the aim of the campaign is to build the brand through Alcatel products.

The One Touch phone is available at UK retailers for 79.99. It can be used to access e-mail and the Internet.

Paris agency Devarieuxvillaret, part of the Havas Advertising network, created the campaign. Media buying is through Zenith.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here