XIAOMI | Redmi Note 12 Series Launch Event
The Challenge
Our main challenge was to design, develop, and execute a memorable launch event for the new Redmi Note series in the Balkan region. As we had over 200+ guests from 10 different countries - partners, media reps, KOL’s, and company execs, we were asked to organize an event which had to appeal to a variety of audiences but also to care for their hospitality. We invested in finding unique ways to transform the brand’s tagline “ Live Vivid" into a meaningful and interactive experience, via presentations, live performances and custom-designed booths for a hands—on experience. Finally, the time constraints were considerable as Solid Havas had one month at its disposal to organize everything.
The Solution
We wanted to not only unveil but showcase each product and highlight everything that makes it special. We decided that the best way to achieve this is through a series of memorable, hands-on experiences.
We designed two areas for the event, the keynote area, and the experiential area. The first area consisted of a special stage for the main product presentations by Xiaomi representatives. The second area, included various experiential booths, specially designed to highlight a specific feature of the new series. An example includes the “Light Up your Nights” black box which showcased the night-time photography feature of the Redmi Note 12 series, in which guests had to find hidden messages, visible only through the camera.
The Outcome
More than 250 guests from 10 different countries attended the event Stavros Niarchos cultural centre. These include journalists who covered the event leading to 100+ articles and reviews in various news, lifestyle, and technology media within the first 24 hours (total approximate reach of 36.000.000 views).
