Crosscall unveils its new offbeat campaign

   - December 6, 2023

To accompany the launch of its new smartphone, the STELLAR-X5, Crosscall has launched an offbeat campaign in which it asserts its avant-garde, contrarian positioning in the telephony industry. Designed by the Fanfare agency, the campaign aims to highlight Crosscall's unique DNA, which lies in the development of more sustainable, more responsible telephony that is more respectful of consumers.

consumer trends are changing, and so is telephony

With the STELLAR-X5the thinnest, lightest and most elegant smartphone ever designed by Crosscall, the French brand aims to reach out to all users who want to use technology in a way that is more in tune with the reality of our times. Indeed, more and more users are keeping their phones longer (an average of almost 36 months in 2022, compared with 17 months in 2017, according to a Statista study), and prioritizing reliability and extended life when making their purchase. This commitment can also be seen among companies, who are placing increasing importance on their CSR policy and moving towards purchasing approaches that favor more sustainable solutions.

While the latter have long been convinced of the promises and features offered by Crosscall, such as the 5-year warranty or the X-SPACE computer replacement solution, which enable them to optimize their investment over the long term, the French brand is now keen to win over the general public, who are increasingly concerned by these concerns. Crosscall is counting on the awareness and free will of users who, in the current context, prefer more than ever to choose a product designed around the reality of their uses and made to accompany them over the long term, rather than that of a technological one-upmanship increasingly disconnected from their needs and aspirations. 

X-SPACE computer replacement solution, available on Crosscall STELLAR-X5

With the STELLAR-X5 with its slim, elegant design, Crosscall has succeeded in developing a smartphone which, while meeting the challenge of durability, offers an aesthetic and practicality that are the antithesis of those of so-called "rugged" phones. A new offering in telephony that meets the professional and private needs of all socio-professional categories. Today's smartphone, like the car, is not only a tool for work and communication, but also a significant factor in social prestige. As a result, companies are increasingly equipping their employees with terminals which, while guaranteeing a controlled economic model, also present certain attractions for employees in terms of possible extra-professional uses.

To meet this dual objective, Crosscall has designed STELLAR, an exceptional product that deserved a campaign to match its ambitions.  

Advertising that goes against the grain of the industry

This quirky campaign designed by Fanfare reveals the positioning of Crosscall and the STELLAR-X5 from a new angle. The agency decided to personify the trend against which Crosscall has been working since its creation: that of technological headlong rush and sterile standardization, with no real positive impact for the end user. 

The commercial features the design director of a trendy phone brand. His look is as outgoing as it is out of place. His outfits block his movements, forcing his collaborators, for whom he shows no consideration, to compete in ingenuity to adapt to him. We see this individual blithely scorn the users of his products, cynically designing identical smartphones every year under the guise of completely illusory novelty. This disembodied character is intended as an allegory for the "red ocean" strategy, which consists of flooding the market with products that all look alike and take no account of end-users' expectations. In this sense, he is the complete opposite of Crosscall's "blue ocean" approach, which consists in cultivating its difference by offering products designed to last and meet real user needs.

The film concludes with the words "The best trends are those that last", a nod to the extended lifespan of Crosscall products and a humorous nod to the French manufacturer's competitors, but also to all the brands in the "fast-fashion" movement. In this way, Crosscall is taking a stand against a consumerism that is now totally at odds with consumer expectations and with the social and environmental context in which we live.