Telecom brand Alcatel One Touch united with renowned Swedish DJ/producer Avicii to present its new IDOL and HERO smartphones. Conceived and deployed by My Love Affair, the goal of this partnership was to highlight the creative functionality of the new products, which are geared to a wide audience similar to that of the artist. The launch of this partnership was celebrated in Berlin during the 2014 IFA consumer electronics show, where the artist was on hand for an exclusive press conference followed by a private show for 700 lucky winners. The campaign included product placement in the video “Waiting for Love” as well as social endorsement, plus a digital competition for fans to land a role in the video of Avicii’s hit song “The Nights.”
