We were looking for a marketing agency to deliver a compelling above-the-line campaign to a very tight timeline.
ZTE UK was in the throes of a huge push to increase market share in the UK. Our concept needed to convey that ZTE’s new smartphone is a must-have, brilliant, yet affordable handset with maximum street cred. ZTE had already commissioned rapper Professor Green as brand ambassador, which set the bar for our proposals. And the launch coincided with the 2012 Olympic and Paralympic Games, so the opportunities for exposure were enormous.
We delivered a range of really strong visual concepts for the campaign featuring a virtual hand reaching out to an amazing world of entertainment. This versatile concept lent itself perfectly to a range of marketing materials, ranging from master images for a loop animation on an experiential stand at Westfield Stratford City and animation on digital escalator panels on the Underground to a printed A5 leaflet and pocket guide. The campaign gave ZTE a huge entrance into the UK market and set the standard for future campaigns.
“We wanted some stand-out creative for our key smartphone launch of the year: the Grand X. Oculus certainly delivered.”