THE IDEA:
It’s MI Time

To best demonstrate the quality self-time you can have with the latest Xiaomi smartphones and smart home living products, as well as to encourage people to create and own the new style (and lifestyle) with Xiaomi.

STRATEGY & EXECUTION

The promotion of newly launch of Xiaomi 11T series 5G smarphones focused on the full consumer journey of ‘cinemagic’ experience. The media seeding created a market hype and awareness a week before the event. The first ever Xiaomi HK’s experiential event, located at The Annex, successfully created full understanding of Xiaomi innovative technology with comprehensive brand education to media including tech/ gadget, finance, lifestyle and KOL. A full brand experience journey with different experiential zones demonstrated different highlight features and brand elements.

To sustain the momentum, the event encouraged KOL for further product loaning and trial for postings. A series of media advertrioal with top tier media publications was rolled out respectively to create a seamless communications and brand awareness to the market, also to drive conversion on product features.

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