ZTE Axon M Global Launch
ROLE: SENIOR PRODUCER
AGENCY: GRADIENT EXPERIENTIAL
For the first-ever global launch in the United States for ZTE, the Chinese telecommunications giant, the brand chose NYC for their launch to reach the American market, a key demographic for growth for the launch of the new Axon M device. Guests arrived to Duggal Greenhouse via water taxis. The launch hosted press from Asia, Europe, and the USA, and was aired via Livestream to the world for truly global reach.


ZTE

Faced with the challenge of making the ZTE launch stand out amidst simultaneous competitive launches within the telecommunications sector, the launch presentation was followed by an immersive demo area with experiential zones highlighting product use cases.
Inspired by the innovative functionality of the Axon M device, the first-ever mobile device to feature dual screens, an experiential platform was developed around the concept of duality. The platform spoke to the functionality of the phone, as well as contemporary lifestyle trends of millennials, who do not limit themselves in their self definition (i.e. - the ‘slasher’ generation.)


Both media and guests were WOW’d by the launch, igniting conversation around the #AxonM across social channels and in the cybersphere. AT&T, the exclusive carrier for the Axon M increased the retail price of the device by $75 following the launch, a testament to the critical reception, innovation, and premium positioning of the ZTE Axon M launch.




