The Challenge

Create social awareness around the release of Three’s exclusive new handset, ZTE Blaze V7.

Our Strategy

We created an original video series with influencer Julius Dein, who has a combined channel following of 22 million 16-32 year olds. To bring the phone’s release to life, we created a hidden camera piece entitled ‘reverse pickpocketing’, essentially giving the new ZTE handset to a handful of lucky strangers.

We then re-purposed the video content for cross-channel distribution to drive social awareness and engagement. The video went viral reaching over 5.5 million video views organically.

The Results


Video Views


Social Engagements


Post Clicks