With more than 230 smartphone brands in the world, how do you launch a new brand that not only illustrates your point of difference but immediately appeals to an audience of creators?
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This was the challenge posed to creative agency The Playbook, by global disruptor smartphone brand, TECNO Mobile. Using their Game Changing Model, the team worked to identify the core objective: Illustrate the world of possibilities that the new TECNO sub-brand PHANTON and its X2 Pro 5G handset offers, through content that would compel the user to create studio-quality portraits entirely on the device.
The problem? The target audience didn’t know anything about the phone. Boasting market-leading camera credentials in a world transfixed on image was not going to be enough to get the cut-through at launch.
Action
The team responded by delivering a creative campaign that proved that the world's first smartphone to feature a portrait lens can do what the professional cameras do. With a show don't tell approach, the campaign was shaped in collaboration with a creative icon, who could not only showcase the handset’s capabilities but also push TECNO even deeper into the creative community.
With a reputation for creative truth and recognised for being just as bold and as extraordinary as TECNO, a partnership with an iconic and world-renowned photographer was formed, who was set the test to compare the PHANTOM X2 Pro 5G to a professional camera. Notably, its night-time and portrait photography capabilities.
Enter Rankin.
In the co-developed brief, Rankin was inducted into the world of PHANTOM X2 and the key camera features. Intrigued and inspired, Rankin produced a series of stunning portrait shots that shows that the innovation embedded within the pioneering camera lens can do what professional cameras do.
Impact
The team pushed boundaries, questioned everything, and changed the game. In only its second major foray to a truly global audience, this campaign moved TECNO Mobile into new territories of creativity and grew their alliances and creative credentials, while enriching the brand’s storytelling.
Over an intense week, a suite of portrait imagery and video content was developed and delivered. Ready to take to the global stage, to illustrate to the world how TECNO helps progressive individuals to uncover a world of possibilities.
An unforgettable launch for TECNO Mobile bringing a new appreciation and fanbase of its camera credentials to the world. TECNO Mobile’s new PHANTOM X2 global launch was as captivating as it was impactful.