The video featured on experiential stands in Westfield Stratford centre and animated London Underground escalator panels.
Oculus was already creating an integrated campaign for ZTE, the world’s fourth-largest mobile phone manufacturer, to mark its first product launch in the UK for its affordable, high-entertainment Grand X smartphone. To augment the campaign and add a strong digital element, ZTE asked us to create and build a ‘coming soon’ teaser video that could be updated easily to ‘available now’. Targeted primarily at the youth market – ZTE had already commissioned rapper Professor Green as brand ambassador – the teaser video needed to convey that this was a must-have, affordable handset with maximum street cred.
We had devised a genie in the lamp theme for the launch campaign – a virtual hand that unfurls, reaching out to an amazing world of entertainment. We then developed the ‘world of entertainment in your hands’ concept to work exceptionally well in digital format. For maximum exposure, the video featured on experiential stands in Westfield Stratford shopping centre, on animated escalator panels across London Underground and on digital panels on motorcycles. With Professor Green already on board as brand ambassador, seeding was further enhanced. Our involvement in the £5 million launch helped give ZTE a significant entrance into the UK market.
“ZTE is all about being different and we wanted some stand-out creative for our key smartphone launch of the year: the Grand X. Oculus certainly delivered.”