Glossy Media Relations: A glistening entrance for Alcatel
Invitations and Product Seeding for the Launch of IDOL 5
The Challenge / Approach
At IFA, the world's leading trade exhibition for consumer electronics and home appliances in Berlin, the “Who’s Who” of the mobile device industry presents its latest product innovations. Under the slogan "Metal meets Glass", Alcatel launched its flagship smartphone IDOL 5. With the cooperation of Klenk & Hoursch, the manufacturer devised a special and exclusive "Alcatel Entertainment Night" for journalists. Related activities sought to reflect the glamour of the new phone through the event, positioning the Alcatel brand in the fashionable world of VIPs.
Klenk & Hoursch developed the holistic concept for the “Alcatel Entertainment Night” along with the eye-catching distribution of the test product (product seeding). In collaboration with our graphic partner HellerSulewski, we created tailor-made press materials: a digital save-the-date and a sophisticated invite with a cut-out in the form of an Alcatel logo. We distributed the test devices, which were packaged in a discreetly branded wallet with a metallic look, in a similarly glamorous manner. Some were handed out to journalists at the evening event; others were distributed to selected key media contacts from twenty European brands. All the important key messages and highlight features of the product could be found on the enclosed, custom designed "Product ID Card". All the steps pursued the primary Alcatel brand strategy “enjoy.now” and reflected the positioning of the product claim “metal meets glass”.