A PRODUCT LAUNCH WITH AN IMMERSIVE TWIST

A PRODUCT LAUNCH WITH AN IMMERSIVE TWIST

A PRODUCT LAUNCH WITH AN IMMERSIVE TWIST

The Ask

The Ask

Launch ZTE's Newest Phone In America, To The World

Launch ZTE's Newest Phone In America, To The World

The Idea

The Idea

Symbolic Dualism

Symbolic Dualism

The Need

The Need

North American Impact
Global Reach
Millenial Engagement

The Solution

The Solution

NYC Pop-Up Launch
Global Livestream & Press
Expressive Design

The Challenge

THE CHALLENGE

Chinese telecommunications giant ZTE wanted to make a big statement with their first-ever global launch. Gradient was asked to bring a product universe to life, creating a cut-through moment that positioned the Axon M as a premium device in a crowded market.

The Results

The Results

Inspired by the innovative functionality of the phone - the first smart phone to feature dual screens - we developed an experiential platform inspired by 'duality'. The concept specifically connected with the millenial audience who embrace balance and juxtaposition in their identity and pursuits. From the Duggai Greenhouse in Brooklyn, the live presentation was also streamed across Asia and Europe. On-premise guests then drifted into an immersive demo-are with focussed experiential zones.

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