New Alcatel campaign targets millennials

In a light-hearted series of videos, featuring four characters, the mobile brand gets the message across that the phone is dust-shock-waterproof by pelting a variety of projectiles, such as glitter, soda and a giant teddy bear, at its four unlucky protagonists. Viewers can also catch the reactions of the actors in the 'Making of' scenes.

The 'In Your Face' campaign of mini videos, photos and related posts will be featured on YouTube, Facebook, Twitter and Instagram. The debut videos also mark the launch of Alcatel OneTouch's official Instagram page.

"For the launch, we wanted to portray how durable the phone is, in a fun way," said Dan Dery, chief marketing officer of Alcatel OneTouch. "We re-created an endurance test where products have been replaced by four real people who represent a segment of our target audience. We took each of them through different tests related to their personality and linked them to phone's key selling points - that is shock, dust and waterproof."

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