TCL

ALTER led the UK rollout of TCL, a new smartphone brand born from Alcatel’s legacy. Our challenge: shift perceptions from budget tech to a purpose-driven, human-first brand.

 

We delivered an end-to-end campaign strategy, from brand positioning and creative to PR, social media marketing, digital advertising, and talent partnerships.

 

We rebranded Alcatel to TCL Mobile, rooted in the new platform: Inspire Greatness, and managed advocacy of this platform via the creation of the TCL Tech Team, an award-winning influencer and advocacy programme.

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ALTER Agency is my marketing team. They handle all TCL-Mobile marketing including brand strategy, creative, PR, social content, digital media and our award-winning TCL Tech Team.  They have helped us go from being a low-cost brand called Alcatel to the TCL brand that is focused on putting people first and humanising technology.​

William Paterson, Country Director

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The team designed a comprehensive content strategy to humanise features and connect emotionally with audiences, and rolled out integrated digital media, creative assets, and social storytelling to reposition TCL as people-first and globally relevant.

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TCL emerged as a credible challenger in the crowded UK smartphone market — with a clear brand purpose, elevated creative, and authentic human storytelling at its core.