Introduction
Into the overseas markets
Xiaomi is a Chinese multinational consumer electronics company that began to sell mobile phone products at the end of 2011. 10 years later, in the first quarter of 2021, Xiaomi won first place in market share in 12 overseas smartphone markets, and its share in the European smartphone market rose to second place for the first time.
Every year, Xiaomi’s autumn new product launch for overseas markets is vital to its global business. In September 2021, Xiaomi released the 11T series products aimed at overseas consumers. Uniplan was honoured to be the sole agency to work on the launch event - assisting our client in the strategic push of its high-end flagship mobile phones into overseas markets.
The Challenge
This was a pre-recorded online launch so it was necessary to grab the viewer’s attention and at the same time display the products as much as possible.
The goal was to enable the viewers to generate interest in the products as well as to form a positive impression of the brand even when they could not experience the products offline at the time. In addition, the viewers of an overseas online product launch were diverse,- including consumers, media, and distributors from different cultural backgrounds - which meant a different content strategy was required.
What we did
Combine creative storylines with sleek set design and technologies that enhance the online viewing effect.
Uniplan rejected the conventional mode for product launches and created an immersive cinematic launch event with great visual impact while focusing on the core selling points of the client’s products. As a multinational agency familiar with global markets, we jointly planned and produced the event’s Keynote presentation with Xiaomi, providing our client with in-depth help on the storyline. Furthermore, in line with the theme of this event, ‘Cinemagic’, we produced a well-received original and cinematic video ahead of the event.
