Cannes Lions
LEVERATE MEDIA ASIA, Jakarta / XIAOMI / 2023
Overview
Entries
Credits
Background
Where we are now: After 12 years of existence, Indonesians still perceive Xiaomi as a non-premium Chinese smartphone brand.
Where we want to be: To challenge the status quo and have Indonesians, especially the youth segment as current and future users of Xiaomi, reconsider Xiaomi as a brand that is at par with global premium brands.
BY: Tapping momentum of rising KPOP idol and utilizing YT as the most used digital media platform in Indonesia
Strategy
- Leveraging on K-Pop artists who are currently à la mode: LALISA Blackpink. to drive relevancy to bullseye target audience female young millennials nationwide
- Blocking 100% SOV on LALISA single debut through YouTube as the most consumed digital channel
- Amplifying the acknowledgment of Xiaomi as the #1 smartphone brand in Indonesia*
Execution
- Leveraging on K-Pop artists who are currently à la mode: LALISA Blackpink. to drive relevancy to bullseye target audience female young millennials nationwide
- Blocking 100% SOV on LALISA single debut through YouTube as the most consumed digital channel
- Amplifying the acknowledgment of Xiaomi as the #1 smartphone brand in Indonesia*
Outcome
Based on GfK Report, Xiaomi’s brand consideration increased by 8.2% YoY & brand preference increased by 5.5% YoY
9.9M unique reach and 46.8M impressions on YouTube, surpassed the forecast of 30.1M
85% increase in ad recall
71% increase in brand consideration
42% increase in purchase intent
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