After two bright and successful ad campaigns, organized together by APG and Xiaomi (for smartphones Redmi Note 7 and Redmi Note 8) the client requested an advertising campaign to launch a new product for the Belarusian consumer. The task was to launch Mi TV 4S from Xiaomi a new product for the Belarussian consumer by a bright and effective ad campaign.
Smart TV is not a new product in Belarus. But it is not always clear to the mass audience what rational advantages are hidden behind this notion. We thought about how to tell about USP TVs Mi TV 4S in the language of the consumer. We decided to focus on voice control and Google Assistant in the Russian language. This is due to the fact that our TA - all those who buy a TV to replace the old one (given the price segment of the average minus, they do it rarely). Most probably there was no voice control in their old TV, which means that the function will be an impressive innovation for them and will allow us to get a WOW-effect.
That's how a creative concept about TVs that understand was born. In the advertising campaign Mi TV 4S says: "I can hear you" as if building a personal relationship with the consumer (little to listen, it is important to hear). The campaign tagline is "I hear you. I understand. I perform" is dynamic and it is realized by different channels in different ways - for example, in a series of billboards of three types. The central element was the key visual in which we described the process of interaction between the consumer and the TV through voice control on the remote.
As part of a full-scale lounge we used outdoor advertising, Internet banners and OLV in digital, videos on TV, and together with VOKA held a closed presentation of the product. During the presentation guests tried out the functionality of TVs. They took part in the first championship in Belarus on high-speed voice search and attended the preview of the holiday premiere "Christmas for two".
In parallel with the start of sales, the exhibition "Smart Home" by Xiaomi was organized. At the exhibition was presented a large-scale ecosystem in the center of which TV Mi TV 4S. Hundreds of visitors were able to see and try out for free the amazing possibilities not only of the TV but also of other Xiaomi products, scaling the loyalty to the whole brand.