ZTE AxonM - Global Launch x NYC
ZTE AXON M PHONE
Location: New York
AT&T increased the retail price of the device by $75 following the launch
GRADIENT conceptualized and produced the launch of the Axon M phone, the first-ever global launch for ZTE, the Chinese telecommunications giant. From the Duggal Greenhouse in Brooklyn, the live and live-streamed presentation of the phone was shared with media from Asia, Europe, and of course, the USA. The reveal was followed by an immersive demo-area with experiential zones highlighting use cases.
GRADIENT was challenged with making the global launch of the ZTE Axon M stand out amidst simultaneous competitive launches within the telecommunications sector, highlighting Axon M as a premium product, and immersing media within the product universe and use cases that inspired the design of the phone.
Inspired by the innovative functionality of the phone—the first-ever mobile device to feature dual screens—GRADIENT developed an experiential platform around the concept of duality. The concept spoke to the functionality of the phone as well as the contemporary professional and lifestyle trends of millennials who do not limit their self-definition to a single category.