Go POCO!: Wizcraft Sets the Pace for POCO’s Entry in India

Marketing | August 29, 2018 | News

Wizcraft

Xiaomi, one of India's leading smartphone brand introduced a new sub-brand ‘POCO’ and the global launch took place in India on August 22, 2018. POCO F1 is the first product from the house of POCO, which delivers on a smartphone experience which truly matters.

Wizcraft and the Xiaomi’s events team conceptualised and executed the global premier launch of POCO F1 in India. The entire launch was carefully curated with a common thematic experience to highlight the positioning of the new brand.

Media received POCO F1 review unit in an ingenious flight case with a blue coloured electro-luminescent wire integrated into the lid of the flight case to convey liquid cooling.  The event invite included a smartly designed flipbook with the key message integrated within.

The design language for the event was inspired by the brand positioning with a consistent yellow and black colour scheme. Strategically placed arrows and light trails conveyed speed and momentum and the curved LED screen on stage was designed like a giant arrow thrusting ahead.

At the launch event, an engaging thematic walkthrough was created to showcase the liquid cooling feature of POCO F1 which gave an illusion of walking inside the smartphone and had a physical cooling effect.

A key highlight from POCO F1 experience zone was an innovative 360-degree photo booth with light painting. 15 POCO F1 mobile phones were strategically placed and integrated into the 360-degree photo booth to highlight the camera quality and the idea of speed. Light painting trails were created around the users and captured in 360 degrees. The result was a magical visual given to the users in a shareable gif format.

After the launch, Rohit Samuel, Vice President, Wizcraft said, “The global premier of POCO F1 was one of the most creatively challenging and satisfying projects that we have undertaken for Xiaomi. We conceptualized and executed several innovative and immersive experiences along with Xiaomi highlighting the key features of POCO F1 at various touchpoints. It was a landmark event for Xiaomi and we are extremely proud to be a part of the global launch of POCO.”

                  

Priyanka Chandrasheker, Head - Events Xiaomi India commented, – “The launch of POCO provided us with an opportunity to blend the best practices from Xiaomi and introduce new experiences to call out the essence of POCO. POCO embodies high performance which truly matters, while also carrying forward the ‘cool’ factor, a combination that resonates with its audience. In addition to announcing all of POCO F1’s exciting specs, the event showcased POCO F1’s unique liquid cooling component and low light camera prowess through interactive experiences. It was indeed an enriching event for the global launch of POCO along with our partners, Wizcraft.”

The entire launch was carefully curated with a common thematic experience to highlight the positioning of the new brand.

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