ZTE Corporation is the world’s fourth-largest mobile phone manufacturer. To increase its UK market share, subsidiary ZTE UK launched the ZTE Grand X, an affordable smartphone with a gaming experience rivalling that of a console. ZTE wanted an agency to deliver a compelling above-the-line campaign targeted primarily at the youth market – it had already commissioned rapper Professor Green as brand ambassador – to a tight timeline.
Our concept needed to convey that this was a must-have, affordable handset with maximum street cred and ZTE loved our modern take on the genie in the lamp, featuring a virtual hand reaching out to an amazing world of entertainment.
This striking image was used on a variety of assets during the 2012 Olympic and Paralympic Games, including an experiential stand at London’s Westfield Stratford shopping centre to drive footfall to phone stores.
We delivered a complete set of marketing materials, including:
- Master images for an experiential stand and HD animation
- Animation for digital escalator panels
- Static and digital bike marketing artwork
- Mobile phone and Oyster card artwork
- Microsite and social media graphics
- An email template
- A pocket guide and A5 phone leaflets
Our creatives also suggested evolving the product brand by modifying the graphics for the ‘X’ to make it look less corporate and bring it more in line with our creative.
Working with five other top agencies to deliver on a £5 million launch, our creative led the way in giving ZTE a huge entrance into the UK market and set the standard for future campaigns.