Chinese smartphone manufacturer ZTE recently entrusted BBDO Düsseldorf with the account for the global launch campaign of its flagship product, the Axon 10 Pro. The agency was awarded the project in the face of stiff competition from prominent creative and content agencies.
Using the slogan 'Choose Smart', the BBDO Düsseldorf team has showcased the new ZTE high-end smartphone in an eye-catching campaign. The primary focus is on the smartphone's value added for the user – the core message is "Don’t choose what others expect you to. Choose what you need." The commercial includes everyday scenes and situations in which the Axon 10 Pro is presented as the ideal companion, offering high-speed mobile browsing, optionally with 5G, high-class photos and mobile gaming.
The features are presented in rap form – in the style of a music video whose sound has been specially composed for the campaign. The director was DJ and songwriter Baris Aladag, who has directed various music and advertising films and won a number of awards.
Besides the promotional ad, the BBDO team has also created a product film that is used on the internet site and at the POS; this visualizes the features strikingly by means of detailed abstract shots and a unique sound. The commercials in this campaign were produced under the management of BBDO's production unit CraftWork.
As Cornelius Kölblin, managing director and chief consulting officer at BBDO Düsseldorf, explains: "We are positioning ZTE as the 'smart' choice for people who value innovative technology and functions. And our music video ensures that ZTE gains the necessary attention in a keenly contested market."
Jian Zhang, marketing director of EMEA, ZTE Devices, adds: "We are very satisfied with the new campaign and we are delighted that BBDO Düsseldorf has hit the right note with its presentation of our high-end model."
The campaign was launched extensively at the beginning of May in the following media: internet, social media, print and point-of-sale. In addition to Germany, it will be featured in the following countries: Sweden, Finland, the United Kingdom, France, Spain, Austria, China, Russia, Mexico, Peru, Chile, Italy, Kuwait, Saudi Arabia, the United Arab Emirates, Qatar, Oman and Bahrain.
Creative Agency: BBDO Düsseldorf
Creatives: Kristoffer Heilemann, Anno Thenenbach, Jörg Tavidde, Christian Sander, Florian Behler, Matthaeus Kania, Vito La Brocca, Fabio Lattes-Romeiro, Rosario Brancato
Planner: Faz Ahmed
Account Management: Cornelius Kölblin, Vera Vanselow, Paula Sandkaulen