ZTE ZMAX LAUNCH

A Fingerprint on the Pulse

Assignment

Create a powerful and emotionally-charged experience for the launch of the ZTE ZMax Pro at the Hudson Mercantile building. Taking over multiple floors, the event needed to create a flow for guests, from a pre-reveal cocktail party, to a well-orchestrated reveal moment, to a press conference and finally a unique high-value celebration.

Idea

functionality of the new phone, GRADIENT guided guests through the multiple floors with a showcase of fingerprint textured gobos. Once arrived at the reveal, a kabuki drop provided a dramatic moment of a suddenly-visibly circular display showcasing the product.  Finally, after a well-structured press conference, the celebration ended on the rooftop featuring the band Chairlift, and a large Phablet ZMax Pro screen that allowed guests to send snapchats from the roof with the iconic skyline in the background, highlighting the brand’s technical superiority at every turn.

Results

The launch was a huge success, and was part of an overall uptick in sales of 28%. In addition, the selected entertainment, Chairlift, later went to Spotify’s band of the week, positioning ZTE as a creative insider.