Following on from Alcatel’s partnership with DJ/Producer AVICII, mainly focusing on digital and in-store activations, the brand’s strategy here focuses on integrating the world of DJ’s, which is currently one of the most consumed musical genres by millennials, into its 360° campaign.
The key innovation of the IDOL 4 is a lateral key – the “Boom Key”- which allows users to customize several key features in relation to taking photos, listening to music, user interface and gaming. Promoting the new phone via a TV and cinema spot, web video content, print and in-store advertising, the campaign features DJ Michael Calfan, who appears in the content and whose new single is synched to the whole campaign.
A series of video spots describe the main features of the IDOL 4, transporting the consumer into a special party with the DJ behind the mixing decks.
New VR technology ad
New camera features ad
New sound features ad
A 360° movie in the form of a tutorial allows consumers to also be transported into the same night experience and to discover the various features.