XIAOMI
Mi 11 & Iga Swiatek
Xiaomi has been our customer since February 2021. It is one of the leading smartphone companies - but not only! In 2021, it was ranked 3rd in the world by the number of smartphones sold. The agency supports Xiaomi Poland, among other things, in media and image activities, events and during the launch of new products - in 2021 there were more than 30 of them, including smartphones, smartwatches, tablets, TVs, electric scooters and smart home equipment such as autonomous hoovers and air purifiers.
Xiaomi products are present in more than 100 countries and regions around the world - we are pleased to be working for one of the global market leaders in smart IoT devices. OneMulti is responsible for comprehensive public relations services for the brand in Poland, in particular for media relations.
More information on Xiaomi can be found at: https://www.mi.com/global/discover/newsroom
OBJECTIVES:
The agency's task was to prepare and conduct an online broadcast and media care for the event, hosted by Xiaomi Poland, with Xiaomi Ambassador Iga Świątek as the special guest. The event was part of the campaign promoting Mi 11 series smartphone. For this purpose, we undertook a number of activities, such as daily press monitoring and contacts with journalists before the product launch, as well as during the marketing campaign.
ACTIVITIES:
As part of our partnership with Xiaomi, we are responsible for, among other things:
- organisation of product tests among journalists,
- organisation of offline and online press meetings
- preparing press releases
- ongoing contacts with journalists,
- creative dispatches,
- distribution of product information,
- organising press trips,
- drafting reports and summaries
Selected media support activities for the Mi 11 campaign:
On 25 February 2021, just before the official launch of the campaign for the new flagship Xiaomi smartphone, we organised an online media meeting during which it was announced that Iga Świątek had become a Xiaomi Ambassador. The meeting was attended by over 60 media representatives (business, news, technology, lifestyle, sport). The purpose of the online briefing was also to highlight the new photo and video creation features of the Mi 11 and to inform about the offer and prices, so that the media could prepare for the publication before the official launch of the promotional campaign, which was to start on the same day in the afternoon.
On 18 May 2021, we organised a meeting in a hybrid online and offline formula. The event was hosted by Xiaomi Poland, and the special guest was Xiaomi Ambassador, Iga Świątek. We invited technology, news, lifestyle and sports media to the meeting. The event took place at the European Tennis Centre near Warsaw, under the strict regime of restrictions related to the Covid-19 pandemic.
Due to restrictions, only 20 people were able to attend the offline meeting, including selected journalists and Mi Fans - brand fans from the Mi Community. They were given a unique opportunity to speak live with a prominent sports figure. All participants in the offline version of the meeting had to pass Covid-19 virus tests beforehand. In parallel, more than 6o media representatives participated in the online meeting, broadcasted directly from the court. During the meeting, we also presented selected conclusions and results of a previously conducted research survey on the attitudes and habits of Poles towards sport and the use of technology in maintaining physical fitness.
EFFECTS:
The results of our modest meeting exceeded expectations:
- within 48 hours of the meeting we recorded as many as 80 publications in the print and electronic press, with an effective reach of well over a million recipients.
