OBJECTIVES

GENERAL:

  • Create Brand Awareness (Alcatel)
  • Differentiate and create affinity for POP4 within the category

TACTICAL:

  • Communicate benefits for POP4 to consumers
  • Drive traffic to stores
  • Generate CRM list of people with intent to buy

Demographic: Men and Women between 17 and 27 mid to mid-high income.

Psychologically: Young people who are connected with their surroundings, who enjoy free lifestyle and want to be able to communicate what they feel, who they are and what they have accomplished

“Millennials use brands to show who they are, particularly the younger Millennials. They want to be like your brand or they are already like your brand. Half of Millennials ages 18-24 feel that brands convey something about the personalities of those who use them, their values and where they fit in. 40% are willing to pay extra for a brand or product that reflects the image they wish to convey about themselves.”

Social Media Week - Oconnor 2015

These are the major insights of our target

We have created 5 CLUSTERS

The willing are people who are always listening to what is going on around them, sometimes interacting with others. However, they are more prone to listen than give opinions. They generate likes and retweets but almost never publish their own content.

The ones who always want to show their sincerity in social media. They do not always express their opinions but are not afraid to show their likes and dislikes without worrying about what other people think. They would express their style without the fear of rejection.

The expressive are highly active in social media, always express their opinions in forums, create discussions, share their experiences and generate a lot of content without turning into brand ambassadors or influencers.

The altruists are always looking to join social causes, help others and help create social change in the world. It is highly important that all things that they do lead to progress in society: empowering women, water preservation and progress of children (in the US 90% of millennials that believe in social causes will be 40% more likely to buy from a brand that support social causes).

So called citizens of the world, adventurers that like exploring and visiting places that are not common because they believe that there is only one life and you have to live to the fullest. They highly value human interaction, know a lot about nightlife, new bars and clubs and new experiences.

  • Social Media (Facebook | Twitter | Instagram | Youtube)
  • Influencers
  • BTL
  • POS
  • PR y PR Digital
  • Digital Media
  • OOH (Out of home)
Our devices are designed with YOU in mind.
For the outdoor lover who loves being surrounded by nature.
For you, elegant and sophisticated with an appreciation for the classics.
For you the easy-go-lucky ray of sunshine, who puts her jeans on and goes!
And we haven’t forgotten about you, fashionista, the one always a step ahead of the trends.
Especially you, who thrives with constant change…
Because it doesn’t matter your personality…
And it does not matter what mood you are in today….

PRESENTING:

THE ROLE OF INFLUENCERS

Influencers will be the image of the brand for the duration of the campaign. Our goal is to humanize the brand by bringing influencers that represent different styles and portray the personalities determined in the clusters.

COLOMBIA

DOMINICAN REPUBLIC

HONDURAS

LAYOUT: IMPLEMENTATION

Kendall Jenner is a well known influencer. We will use her as an example.

TWO WEEKS BEFORE THE BTL ON STREET ACTIVATION, SHE WILL RALLY HER FOLLOWERS TO PARTICIPATE (WILL PROMOTE PARTICIPATING PRIZES SUCH AS FIVE POP4 PLUS DEVICES)

Her challenge consist on wearing the most elegant outfit and asking a secret love on a date. Challenges will be pick hand-in-hand between the influencers and Alcatel.

Kendall will be at the Alcatel Truck on a public place (such as Zona T). People will come into the truck to participate and be part of the experience.

All participants and winners will be recorded and we will create a 2min video that promotes the initiatives and the devices. The devices will also be part of content (as well as associated carriers). Each video will close to a call to action to visit the store or learn more.

GRAND PRIZE

Influencers will also participate at the POS. For those that make a purchase, will have the opportunity to participate in the GRAND PRIZE, which is a one on one with Kendall (shopping experience). Grand Prize winners will be announced around or on Dec 15th.

We will place media in high traffic area malls in the participating countries. This will include elevators, escalators and/or other areas of high impact/visibility within the malls that are available for advertising.

Some of the targeted malls are as follow

Colombia: Andino, Unicentro, Retiro, Santa Fé
Santo Domingo: Agoral Mall, Este Megacentro, Plaza Internacional
Guatemala: Oakland Mall, Miraflores
Honduras: City Mall, Multiplaza, Altara

Key Visual Sample (final copy will be sent for approval)

STAIRS (REFERENCIAL)
STAIRS: MIXED STYLES (side views)
ELEVATOR: UNIQUE STYLE (door closed)
WE COMUNICATE THE PRODUCT (door open) #expresatuestilo #expresate #alcatel
ELEVATOR: MIXED STYLE (door open)
PRODUCT STYLE (door open)

VISUALIZATION & VIRALIZATION

DIGITAL PR PLATFORM

Interview about the initiative and how to participate (example: ShockFá in Colombia)

THE ALCATEL TRUCK

The Alcatel Truck will be a mobile platform (with a see-thru acrylic bed) in which people will participate in Challenges for the opportunity to win POP4 Plus devices.

The truck will be branded according to the active style and will circle the city (as a mobile billboard). In addition, the influencer will issue a CTA to visit one or two specific places within the city in which the actual challenge will take place. Examples in Colombia (Zone T - Parque 93).

ALCATEL TRUCK MOCKUP
ALCATEL TRUCK MOCKUP: Rebranded every 2 weeks to introduced the new style

3 Challenges = 3 Videos

Participants during the activation will be recorded and compiled into a 2min video.

Scene 1: The influencer will present the challenge and the place where it took place (example: Zona T Bogota - Me siento más Elegante que nunca).

Scene 2: We will show the most engaging participants (thus, this is a video made by and for the people).

Scene 3: We will include devices "during" the performance of the challenges by the participants; thus generating CONTENT MARKETING.

Scene 4: We will showcase the winners of Alcatel Devices (product placement).

Scene 5: We will close a closing video with the options of kits and styles.

Scene 6: Visit the Claro store nearest you to discover the kit that follows your style.

CREATIVE KEY VISUALS

Key Visual Versátil, showing the final 3 styles.

WE WILL USE REAL ELEMENT FROM THE LIFESTYLE OF THE INFLUENCER ON THE ART WORK. THE GOAL IS TO HUMANIZE THE CAMPAIGN AND BRING IT CLOSER TO CONSUMERS.

- BOHEMIAN -

BOHEMIAN: INSTAGRAM
BOHEMIAN: SNAPCHAT (Added Me)
BOHEMIAN: SNAPCHAT (Filter)
BOHEMIAN: FACEBOOK

- URBAN -

URBAN: INSTAGRAM
URBAN: SNAPCHAT (Added Me)
URBAN: SNAPCHAT (filter)
URBAN: FACEBOOK

- ELEGANTE -

ELEGANT: INSTAGRAM
ELEGANT: SNAPCHAT (Added me)
ELEGANT: SNAPCHAT (filter)
ELEGANT: FACEBOOK

- 4 EN 1 -

- BOHEMIAN -

- ELEGANT -

ELEGANT: INSTAGRAM
ELEGANT: SNAPCHAT (Added)
ELEGANT: FACEBOOK

- URBAN -

URBAN: INSTAGRAM
URBAN: SNAPCHAT (Added)
URBAN: SNAPCHAT (filter)
URBAN: FACEBOOK

CLARO WEB APPLICATION

Each challenge will invite participants to express themselves. The challenges will be created hand-in hand with the influencer's input to increase engagement and relevance to the target. 3 influencers, 3 styles, 6 telephone covers!

We will use Alcatel devices in each Challenge and will include product messages and usability in order to create consideration from the target.

COLOMBIA

Optimal places to increase traffic and participation include the following:

  • DOMINICAN REPUBLIC: Santo Domingo, Lincoln Avenue and sorround some areas in Piantini. Also the colonial zone, in Santiago (the second most important city).
  • GUATEMALA: Avenida Las Américas | En la 6ta. Avenida de la zona 1 | Parque Central
  • HONDURAS: En Tegucigalpa: Zona aeropuerto | Suyapa por el banco centroamericano | Plaza Miraflores | Blvrd Morazan. En San Pedro Sula: Fuente luminosa | Monumento a la madre | Semáforo Galerias | Semáforo 105 | Blvrd del norte

The next platforms seek to reach out specific clusters. However, to amplify the reach of the media campaign, we recommend to use programatic & facebook/instagram ads.

ROLLING STONE

RADIOACTIVA

VICE

METRÓNOMO

LOS 40 PRINCIPALES

Other Digital media in selected countries may include:

  • DOMINICAN REPUBLIC:
  • gadgetdominicana.com
  • audiencialectronica.com
  • ensegundos.net
  • remolacha.net
  • Listindiario.com
  • Facebook/Instagram
  • GUATEMALA:
  • facebook.com
  • youtube.com
  • instagram.com
  • twitter.com
  • HONDURAS:
  • youtube.com
  • facebook.com
  • instagram.com
  • twitter.com
  • radiohouse.hn

The respective pages “Expresa tu Estilo Alcatel” will be created with content to the next social networks:

  • FACEBOOK (Memes, Posts, Videos, interest articles)
  • TWITTER (Posts, mentions to influencers, mentions to famous people)
  • YOUTUBE (Video from activations)
  • INSTAGRAM (Posts, photos, short videos from activations)

Most CTA's will be to visit a store. When this happens, the driver will be the Express UR Style App

The Express UR Style APP will accomplish 5 main purposes:

  1. It will serve as an attention getter for those stores where NO promoters are present.
  2. It will give promoters a reason to engage consumers during in-store activations.
  3. It will entice participants to handle, manipulate and experience the POP4 Plus devices.
  4. It will help create a database of potential target and direct market them during the campaign.
  5. It will help amplify the Express Your Style Campaign beyond the stores via Social Media thru the consumer experience pictures.

To participate, people must to come to stores. The goal is to create a purchasing intent for POP4 and educate consumer about its benefits.

What is the Express UR Style APP? It is a virtual reality app that will allow users to express their style thru the use of filters (think snapchat) and post them to social media. Filters are unique to the Alcatel styles being promoted in the campaign.

APP JOURNEY

APP will be pre-loaded in all in-store devices

Step 1: Participants share their information (CRM)

Step 2: They choose the style that represents them (data gathering on potential kit to buy)

Statement from influencer is displayed creating affinity between with the brand and campaign thru the influencer.

Step 3: Take a selfie

Step 4: Based on the chosen style, the participant may choose from pre-defined filters that allow them to personalize their style.

Filtros son Mockups, no finales

Step 5: We present the kit to buy (promoter should pursue the sale of this particular kit)

Step 6: Participants will have the option to share in SM or send pic with filters to personal email.

App vuelve al home

Consumer Journey at POS

People will come thru natural foot traffic, thru paid media/influencers and thru social sharing

Step 1 : Promoter should invite people to participate in EXPRESS UR STYLE and discover the kit that follows their style.

Step 2: Once the person participated using the APP, promoters should help sell the KIT that fits the participant style.

Step 3: For participating, they may received a gift POP gift (see next slides)

Step 4: Promoter should emphasize the GRAND PRIZE for purchasing (when purchasing, they should register their name, email and IMEI in a portal).

ACTIVATION KIT - TAPA + PENDÓN + PROMOTER

ACTIVATION KIT is designed to be easily installed, portable and affordable (allowing it to be replicated in as many POS as possible)

BANNERS

BANNERS may promote the styles or the app to discover kit

POP

POP: Metal bottles with each different style
POP: Caps

PACKAGING

One package fits all (final feedback from Global is being included)

3/4 view
Lateral view

GRAND PRIZE

Given that the influencers are a viral part of this campaign, we propose that the final prize would be the opportunity to share ONE on ONE with them. 3 winners will have the opportunity to do so. Purchase is required to win to incentive sales.

We will document these experiences and they will be published in Social Media in Q1 2017

Credits:

unsplash

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