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Xiaomi – The Details. Helping the consumer tech giant of China crack Western Europe.

ACROSS THE POND

Xiaomi Corporation, registered in Asia as Xiaomi Inc., is a Chinese designer and manufacturer of consumer electronics and related software, home appliances, and household items. Behind Samsung, it is the second largest manufacturer of smartphones.

STRATEGY

CREATIVE

PRODUCTION

ASIA

EUROPE

We were introduced to Xiaomi by the Creative Solutions team in Google China. That team works with Chinese brands to help them optimise their global campaigns. We were introduced on the basis of Xiaomi needing an agency, based in Europe, with expertise in YouTube campaigns.

Xiaomi is a huge consumer tech business in China, producing mobile phones, laptops, scooters and much more. But in Western Europe it’s a lesser known challenger brand. Our job was to launch the Mi10 108MP mobile – a phone whose camera captures an insane amount of detail. They needed an idea that would cut through the big budget spends of the likes of Samsung and Apple.

The strategy was

Get: Middle class urbanites, aged 24-34, in Western Europe (and rest of world potentially)

To: Notice the new flagship phone –  Mi Note 10 & Mi Note 10 Pro – from Xiaomi

By: Showing them that with the 108MP camera they can take pictures with incredible detail.

The camera really does capture every single detail. We created Betty, Louie, Estelle and the rest of ‘The Details’ whose lives were about to change forever. For the first time, their lazy lifestyles and hi-jinks were about to be exposed.

We created Betty, Louie, Estelle and the rest of ‘The Details’ whose lives were about to change forever. For the first time, their lazy lifestyles and hi-jinks were about to be exposed.

RESULTS

50%

The campaign was ‘Best in class’ on YouTube compared to all previous Xiaomi videos, with 50% view rate, and with audiences watching till the 50% mark. The work - teaser, bumpers, launch film and social stills - were also shared widely across Instagram, Facebook, Twitter, Weibo and WeChat.

Contact

Anna Brent

Global Head of Brand and DEI

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