XIAOMI – Mi10 / Mi10 Pro Social Launch

The Mi10 Pro is the first phone that gives you the power to capture your life in 8k – unique perspectives through a quality that is rarely seen, a new technology. For everyone.

THE TASK

Develop a Social First activation to proof to a young audience that the Mi10 is a contender to their favorite mobile phones.

THE IDEA

We want to show that the Mi10 is a piece of culture. A benchmark that will enable the next generation of artists. A phone that is as unique as the director using it. The Mi10 is a tool, to capture your life, your style, your passion.

THE OUTCOME

We put the phones into the hands of young creative creators. And NOT influencer or content-creators in a marketings sense. These artist were all respected in their scenes and highlighted that the Mi10 is all the need to create their art / life their lifestyle.

PHASE 1 – PRODUCT ANNOUNCEMENT

In a cooperation with HipHop.de & Vice Magazine we capture the story of a young audience that roams through the City while Berlinale is happening. And highlight XIAOMI as the enabler and a part of modern culture & making the Mi10 the perfect sub 800€ phone. Young Artist Rola took us through her night, from a movie premiere, to a concert to the after show party.

PHASE 2 – PRODUCT LAUNCH

We created a professional Fashion Shooting. Shot entirely on the phone by multi awarded Photographer Denis Ignatov. One of the leading portrait photographers who usually works for Angela Merkel or „Die Mannschaft“ to prove the Quality of the phone. In short Insta Stories and a long YouTube video he captured all the features of the phone. And the final Results. Done entirely on the Mi10.

PHASE 3 – SALE LAUNCH

With the release of the phone we incorporate a wider range of Influencers and show how to use the phone. They capture their life with it and highlight all the features.

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