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