Behind the Masterpiece
Content Marketing
Digital Marketing
Digital Media Planning & Buying
Event Production
Influencer Marketing
National Media Planning & Buying
Out of Home Advertising
Press & Publishing
Print Advertising
Social Media
Video
Video Production
Project Overview
With the Xiaomi 13 Series making the global stage, professional photography takes yet another revolutionary step in the smartphone industry. Equipped with 4 Leica optical lenses that elevate photography like never before, and 8K resolution video-capturing capabilities with cinematic Dolby Vision, it is no wonder that Xiaomi Global made its extravagant product launch with the most fitting camera-centric key message: BEHIND THE MASTERPIECE. We were still a month away from its local launch. We needed to maintain people’s anticipation at an all-time high, while localising the global message BEHIND THE MASTERPIECE with a twist that’s truly Vietnamese, capturing the hearts from the most casual of smartphone enthusiasts to the strictest of smartphone photographers.
Details
How did we do that? Where Xiaomi Global prioritises product-based messaging about camera fidelity, Xiaomi Vietnam treads the road less taken: HUMAN EMOTIONS.
Introducing, the "FORGET-ME-NOT" photographic journey, using Xiaomi 13 camera to reignite the passion for Vietnamese traditional, but fading, arts.
For the first time, Chinese-owned brand Xiaomi elevated Vietnamese performance arts to the centre stage: the art of TUONG.
We partnered with real TUONG artists, capturing their emotions both on and off stage as a storytelling device. Each photo, each performance video, is a faithful recreation of the artist’s story and their battle against the passing of time to keep the traditional arts alive for generations to come.
For the first time, traditional artists found themselves beautifully, faithfully represented across many forms of media:
⁃ Throughout the streets,
⁃ On widescreen,
⁃ In fan meetings of artists and photographers.
This resulted in sky-high awareness in the pre-order phase all the way to record-breaking first day of sales. In the first 24 HOURS:
⁃ The Xiaomi 13 series made the Top 6 most searched topic in Vietnam,
⁃ More than 2.5 million video views of the brand video,
⁃ Over 200 publications celebrated the collaboration of Xiaomi and the arts of Tuong,
⁃ The campaign accelerated a record-high pre-order of two times higher than the Xiaomi 12 Series the year before.
The Xiaomi 13 changed the game of smartphone photography, and its pre-launch campaign has shaken the premium smartphone market in favour of the brand and rekindled a newfound love for the Vietnamese traditional arts in the modern landscape.
And for Xiaomi Vietnam, “BEHIND THE MASTERPIECE” means putting product-centric advertising messages in the backseat, making way for traditional arts to flourish again.
Introducing, the "FORGET-ME-NOT" photographic journey, using Xiaomi 13 camera to reignite the passion for Vietnamese traditional, but fading, arts.
For the first time, Chinese-owned brand Xiaomi elevated Vietnamese performance arts to the centre stage: the art of TUONG.
We partnered with real TUONG artists, capturing their emotions both on and off stage as a storytelling device. Each photo, each performance video, is a faithful recreation of the artist’s story and their battle against the passing of time to keep the traditional arts alive for generations to come.
For the first time, traditional artists found themselves beautifully, faithfully represented across many forms of media:
⁃ Throughout the streets,
⁃ On widescreen,
⁃ In fan meetings of artists and photographers.
This resulted in sky-high awareness in the pre-order phase all the way to record-breaking first day of sales. In the first 24 HOURS:
⁃ The Xiaomi 13 series made the Top 6 most searched topic in Vietnam,
⁃ More than 2.5 million video views of the brand video,
⁃ Over 200 publications celebrated the collaboration of Xiaomi and the arts of Tuong,
⁃ The campaign accelerated a record-high pre-order of two times higher than the Xiaomi 12 Series the year before.
The Xiaomi 13 changed the game of smartphone photography, and its pre-launch campaign has shaken the premium smartphone market in favour of the brand and rekindled a newfound love for the Vietnamese traditional arts in the modern landscape.
And for Xiaomi Vietnam, “BEHIND THE MASTERPIECE” means putting product-centric advertising messages in the backseat, making way for traditional arts to flourish again.
