New Smartphones Launch
Our team won the tender to organise and execute a presentation for the 3 new Xiaomi 13 Series smartphones (Xiaomi 13 Lite, 13 and 13 Pro). We were thrilled with this win. With the launch of the devices approaching at an incredible pace, there was no time to celebrate. We quickly moved on to implementation.
We were faced with the following tasks:
- Organise a smartphone launch for 150 people in Kazakhstan (Almaty) - a modern elite, passionate about new technology and photography.
- Present a concept for the event in line with the communication strategy of "The Masterpiece Secret".
- Choose a location and design the venue in the brand's signature style.
- Highlight the key features of the smartphones - showcasing processor power, fast charging, water resistance and the flagship Leica camera.
- And most importantly - create a testing zone for the new devices, the brand's ecosystem and a creative experience zone where the most exciting moment of the evening will take place - the unveiling of The Masterpiece Secret.
Challenge
Every detail was crucial in organising the Xiaomi presentation. It was particularly important to showcase the unique features of the smartphones, known as KSPs, to the event attendees. Each KSP required an individual approach, with scenarios and visualisations developed to tight deadlines.
However, the most challenging assignment for us was to design and build an experience zone with a large art installation in a diorama in just two weeks. In this installation, the smartphone would move and capture video using the new flagship Leica camera, one of the key KSPs of the new devices. In this location the intrigue of the event resided and the “Masterpiece Secret” was revealed. During the filming of the installation, the smartphone had to display real-time video on the screens in the welcome zone.
Approach
We created a unified space that embodied the creative environment, seamlessly blending minimalism, modernity, new technologies, art, creative experiments and the ecosystem.
In the welcome zone, guests were greeted by a large ice pyramid in which we froze a Xiaomi smartphone to showcase its water resistance.
During the official part of the presentation, the smartphone was taken out of the ice and brought on stage to ascertain its functionality. After 2 days of deep freezing, the phone did indeed turn on and was presented to the audience.
In the welcome zone we had a gallery – an exhibition of high precision screens displaying a secret video created by mapping. After the official presentation, guests discovered the secret of this video in the main experience zone.
In fact, we created several experience zones. In the first, we unveiled the secret of the masterpiece, showcasing the KSP of the product – the flagship Leica camera.
Experience zone #1 featured a 5x7m art installation of recognisable places in Kazakhstan. The diorama featured buildings, a cable car, mountains, canyons, rivers, steppes, yurts, locals, plants, animals, the Medeo ice rink and other landmarks. The Xiaomi smartphone moved along the diorama, attached to a special mechanism. The camera captured the installation and displayed the footage in real time on screens in the welcome zone. This allowed guests to see the benefits of shooting with the Leica lens. From the experience zone, guests moved to the new device and ecosystem test area, where they were able to experience the new devices for themselves.
In the second experience zone, we showcased the leading Snapdragon® 8 Gen 2 processor – guests were filmed in an atmospheric video, which our staff immediately edited using professional software and handed back to the participant.
The Smart 120W Hyper Charge fast charging feature was showcased directly during the presentation – a video clip was shown on stage demonstrating how to charge a smartphone from 0% to 100% in just 19 minutes.
The finale of the presentation culminated in the opening of the experience zones and a dance performance. The show ballet team presented a choreographic piece with a unique narrative, telling the story of creating a masterpiece with the new Xiaomi smartphone.
Results
We showcased the new innovations and unique KSPs of the Xiaomi 13 Series smartphones, revealed the secret of creating masterpieces with Xiaomi devices, and inspired event attendees to create their own unique works. We received over 500 shared stories from the event, and the event was covered by top media outlets in Kazakhstan.
Throughout the preparation and execution of the project, we formed a cohesive team with the client and all event participants. “It’s rare to feel comfortable with a team on a project,” was the pleasant comment we received at the end of the evening.
The event in figures:
- 150 participants at lunch
- 2 experience zones
- 3 smartphones presented
- 50 units of Xiaomi technology
- 3 hours - duration of the event
- Over 500 Instagram shared stories on the day of the event
- 20 units of technology showcased in the ecosystem zone
- Over 24 hours the smartphone remained in the ice
- 5.5 metres - size of the diorama with the main places of Kazakhstan
- 19 minutes - the time it took for the event to end after the smartphone charging timer was started
We would like to express our sincere gratitude to all the participants of this event: the team of Galactic Group communication agency, contractors and partners in Kazakhstan, and the Xiaomi brand and its employees for creating high-quality, affordable products and improving the lives of their users through revolutionary technologies and ideas.
Let’s create new event masterpieces together!
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