Alcatel OneTouch


A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Latin American market and/or targeting Latin American consumers right now.

CHECK OUT PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND AGENCY EXECUTIVES TARGETING LATIN AMERICANS! If you want additional information or to acquire the database, please call Matt Eberhardt 347-961-9516 or e-mail him at matte@portada-online.comSEE A DEMO OF THE DIRECTORY!

 ::: Alcatel OneTouch/Initiative ::: Hill+Knowlton / Ideal ::: Headway Digital / Peru ::: Krispy Kreme/ Peru ::: “Perdón”/ Schneider/ Argentina :::

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  • Alcatel OneTouch/Initiative

4uMh6TYK_biggerLeading mobile and Internet provider, Alcatel OneTouch,has selected agency Initiative to expand  its pan-regional client roster in Latin America.The regional Mediabrands team in Miami, led by Yamilet Bermudez, will work hand in hand with Alcatel’s marketing team in developing strategies and planning in Argentina, Bolivia, Brazil, Central America and the Caribbean, Chile, Colombia, Dominican Republic, Ecuador, Mexico, Paraguay, Peru, Uruguay, and Venezuela. Initiative will handle all analysis of traditional media planning and strategy, negotiation and media buying, programmatic, and digital services.Alcatel OneTouch designs, develops and markets a growing range of mobile and Internet products. At the beginning of 2015, the company was named number one in sales of smartphones in Latin America and the Caribbean, holding the record in the first three quarters of 2014, according to IDC figures.


  • Krispy Kreme/ Peru

descarga (3)Krispy Kreme Doughnuts, Inc. has announced its signature sweet treats will soon be available in Peru through a development agreement it has signed with Agape Coral, SAC, to open 24 Krispy Kreme® shops throughout the country over the next five years.The principal owner of Agape Coral is Fontana Holdings Business, Ltd., in which Manuel Corripio Alonso owns a majority interest.Krispy Kreme Doughnuts is a global retailer of sweet treats, including its signature Original Glazed® doughnut. The Company has more than 1,000 retail shops in 24 countries.

  •  “Perdón”/ Schneider/ Argentina

foto-cerveza-798x350With the overall creative direction of Javier Mentasti and Maximiliano Maddalena , produced by Landia and directed by Luciano Podcaminsky, Ogilvy & Mather presents its new campaign “Perdón” (“Sorry”) for the beer brand Schneider. “Perdón” (“Sorry”) is the first commercial for women’s category. Ogilvy & Mather Argentina new spot for Schneider is based on the concept that quality and taste of Schneider could be summarized in one big secret: the ripening time.



Alcatel OneTouch’s current Latin American marketing campaign managed by Wikot is an interesting example of a panregional effort that combines Pay-TV, Outdoor and Online Video Advertising with Content Marketing/Social Media efforts. An in-depth look at the Campaign.

OneTouchAlcatel OneTouch is an Alcatel brand that develops, markets and distributes a range of mobile and Internet products worldwide. Alcatel OneTouch likes to describe itself as the Zara of the mobile industry. As such Alcatel OneTouch has a particularly strong opportunity to capture the Latin American consumer base and Latin America is an important target market.

Pay-TV and Online Video Integrations

tv.rating“Alcatel OneTouch  is one of our panregional clients”, Maria Claudia Posadas, CEO of Wikot tells Portada. “Our latest creative campaign for them was called “Chiguagua” a branding campaign launched initially in the Caribbean and because of the success it had, it was later released panregionally. Currently we have an active  panregional media campaign for Alcatel Onetouch , to promote their products locally.”

Alcatel OneTouch also created several integrations with panregional cable properties. Including the company’s tag line  “Smart Move” in programs of  ESPN such as “Hablemos de Fútbol” and “Fuera de Juego”.  The “smart move” segment is a dedicated segment on ESPN studio shows that basically tell the story of the play of the game, day or week that had a strategic component devised by an individual player, team or coach which was perfectly executed on the field of play. Additional integrations were made with Sony Entertainment Television, and MTVOther channels were paid media was placed on a panregional basis were, Fox Sports, Sony, FX, AXN,Warner and Space.


In addition to Pay-TV channels, the current Alcatel OneTouch Latin American campaign includes Online Video trough properties such as YouTube and Facebook.  According to Posadas, “Videos ads are growing really fast in terms of % in our media mix due to our efforts to excel at reaching the target audience. Recently, video ad views through mobile and tablets surpassed desktop and we are very aware of it. We monitor very closely our video campaign performance through YouTube, Facebook, and specific partners.”

Videos ads are growing really fast in terms of % in our media mix due to our efforts to excel at reaching the target audience.

Offline Media with OOH Component

In addition to Pay-TV, and online video advertising, Alcatel OneTouch used another off-line media type: Out of Home:  “We focus strongly on creating and building specific audiences and target them with high impact ad units. For offline, we provided an additional out-of-home effort in Central America,” Posadas tells Portada.

Blurring boundaries between Paid and Social

“In Mexico along with MTV, we fully integrated the ALCATEL ONETOUCH® Idol 2 in an On-air / social and digital media campaign as MTV searches for its new VJ.” says Posadas.

The campaign also tried to leverage each mediums advantages. So the below video “Chiguagua”  was posted on YouTube  and just the final part on the different One Touch Facebook pages in different Latin American countries. According to Posadas, this strategy allowed the campaign to achieve an excellent integration of media, allowing the target to finish the interaction on the Facebook channel of the brand, and a substantial number of interaction and engagement was generated with the target.

Amplification:Content Marketing/Social

Content MarketingContent Marketing today is key to strengthen Latin American, perhaps particularly panregional, advertising campaigns:  “Today content marketing has become a neuralgic part of the communication of any brand. Based on a strategy that seeks to achieve the objectives of the brands we handle, Wikot is responsible for the necessary developments associated with it, from Web sites, App Mobile or experimental developments that create a closer relationship between the brand and its target audience,” says Posadas.

Facebook is a key platform in our digital strategy. Creating top-notch engaging content in each specific country becomes essential to build relationships with the local audience.

Posadas, however, emphasizes the importance of paid media in connection with content marketing:”Brand developments must be shown to as many people as possible, so the media investment is very important in order to maximize the message. In Wikot media buying works hand in hand with the strategy to achieve the greatest return on investment.”
“Social media and, specifically, Facebook is a key platform in our digital strategy. Creating top-notch engaging content in each specific country becomes essential to build relationships with the local audience. Currently, all Latin American countries have their own Alcatel OneTouch Facebook page,” Posadas concludes.