In an age of advanced technology, the product is no longer the primary motivator.

For Alcatel, we examined the company’s history, successes and failures, identified touch points, and examined everything from a fresh perspective.

From “low frequency” consumer communication, social media opened a public channel that spoke directly to, and in the same language as, the identified target: millennials and new generations.

The end-to-end management of Alcatel’s social media enabled us to actively contribute to the brand’s repositioning: product communication gave way to a content strategy based on real-time marketing and ironic language.

We dealt with community management, an online help-desk with relationship management, public and private communications, events, and co-marketing initiatives, all with the goal of protecting the image of the brand and its partners.

The contest “Back to Alcatel,” a fun and engaging quiz, launched in 2019 had a big impact, aiming to excite past generations and entertain today’s, thus finding an engaging meeting point that opened conversations about 90s fashions, events, and customs.