Overview:
So NOTHING approached us for creating captivating campaigns for their brand new launch of “Phone 1” and “Ear Stick”. Since it was a very new brand in India, although some techies knew that the Ex OnePlus CEO founded nothing, it needed a close-to-users approach so that people could easily relate to it.
Discover how BTDT had been there and made that groundbreaking history.
Challenges & Objectives:
The challenge was very clear. The smartphone market was being led by iPhone, Samsung, Vivo, Pixel and other brands in terms of camera. And our target was to make this phone stand out among the best camera phones.
On the other hand, we had the tiny bomb “Ear Stick” to make a worthy contestant of others ruling the Bluetooth Earphones.
Strategy & Execution:
After analyzing the challenges we had for each product, we planned to execute a real-life camera test of Nothing Phone 1. To make this campaign authentic, we hired three professional photographers – Roshani Shah, Anup J Kat and Rahul Singh Datta.
They showcased all the unique camera features like Glyph mode, day panorama, night panorama, pet mode, portrait mode and colour. The campaign was launched nationwide with a total of 18 images.
For ‘Ear Stick’, we approached 2 Instagram influencers – Aaquib Wani and Elton Fernandes to promote the content in their profile.
Results:
Our execution always pays back on every campaign. As you can see, the NOTHING Phone 1 performed excellent in terms of camera. On Flipkart, it’s got an overall 4.3 rating and 4.2 for the camera out of 5.
The Phone 1 campaign reached 11 million and got 10 million views. While the Ear Stick got 11 million views and 14 million reached.
