Alcatel switches China focus for mobile debut

<p>SHANGHAI: Alcatel is positioning its new OT511 mobile phone in </p><p>China as a combined entertainment centre and communications tool in a </p><p>television-led campaign, which launches in early October. </p><p><BR><BR> </p><p>The company, which is hoping to capture up to 10 per cent of the China </p><p>market within five years, will highlight its strengths by showcasing </p><p>lifestyle features in addition to technological and business </p><p>applications. These include the fact that the OT511 model has enhanced </p><p>messaging services (EMS) for audio and visual-enabled short messaging </p><p>capabilities and games. </p><p><BR><BR> </p><p>The TVC views life through the eyes of a young man who observes that </p><p>injecting creativity into an ever-changing life can make those </p><p>inevitable changes fun. In the campaign, the talent morphs into </p><p>different roles to escape the more mundane aspects of life. He finally </p><p>finds creativity, enlightenment and satisfaction with his OT511 </p><p>phone. </p><p><BR><BR> </p><p>The campaign was developed by Arnold Worldwide Partners. </p><p><BR><BR> </p><p>The agency's Shanghai office built the advertising strategy around the </p><p>tagline, "Everything is changing. Why not? Alcatel. It's time." </p><p><BR><BR> </p><p>Emilia Wong, marketing director of Alcatel for China and Hong Kong, </p><p>said: "The agency's proposal strategy focuses on change.The campaign </p><p>aims to attract the youth market up to and including 30-year olds and </p><p>stresses the creation of an individual personality and style. </p><p><BR><BR> </p><p>"The OT511 is an affordable rather than a high-end product and our </p><p>advertising concentrates on image and brand consciousness rather than </p><p>just presenting another technical development." </p><p><BR><BR> </p><p>This is the first time that Alcatel has focused on the lifestyle </p><p>aspirations of its target market; past campaigns focused on </p><p>functionality. This shift, however, required a new executional </p><p>strategy. </p><p><BR><BR> </p><p>"We are talking about communicating to the so-called Generation Yellow </p><p>group of people - the young, the mobile and the stylish. That's why we </p><p>went for a more mysterious style with MTV-type imagery," said Kitty Lun, </p><p>director of brand architecture at Arnold Asia-Pacific. </p><p><BR><BR> </p><p>An MTV director was called in to oversee the production of the TVC. </p><p><BR><BR> </p><p>The campaign, Lun said, was targeted at the Generation Yellow markets in </p><p>China, Hong Kong and Taiwan. </p><p><BR><BR> </p><p>- Additional reporting by Alfred Hille. </p><p><BR><BR> </p>