ZTE

ZTE Axon M Launch

/ Work / ZTE

ZTE is the #4 mobile handset brand in a market dominated by the all-powerful duopoly of Apple and Samsung. To disrupt that takes not only a startling product, but a gutsy, in-your-face approach to communications.

Creating Advantage

We arranged 29 media pre-briefings, which resulted in 396 pre-launch articles

We staged a launch event in Brooklyn, attended by 82 top-flight media, including The Wall Street Journal, Forbes, PC Magazine and Bloomberg, resulting in 400+ articles

Media coverage had 97% positive sentiment and 54% penetration of the key message, "Axon M is revolutionary / innovative"

While sales figures are confidential, the launch of the Axon M has been so successful that both Samsung and Apple announced expedited timeframes for bringing their foldables to market

AWARDS

Gallery

Project Leader

In the summer of 2017, ZTE, the fourth largest smartphone supplier in the US, challenged Grayling to launch the Axon M, the first foldable smartphone.

The concept of a foldable smartphone wasn’t new. Apple and Samsung have been teasing it for some time, but they haven’t actually created a product. With Axon M, ZTE would be first to market. That presented us an opportunity to put a dramatic stake in the ground and elevate ZTE’s presence.

We arranged 29 media pre-briefings, which resulted in 396 pre-launch articles. We staged a launch event in Brooklyn, attended by 82 top-flight media, including The Wall Street Journal, Forbes, PC Magazine and Bloomberg, resulting in 400+ articles. Media coverage had 97% positive sentiment and 54% penetration of the key message, "Axon M is revolutionary / innovative."

While sales figures are confidential, the launch of the Axon M has been so successful that both Samsung and Apple announced expedited timeframes for bringing their foldables to market.