The brief was to build awareness and excitement around Three’s exclusive new handset, ZTE Blaze V7. The challenge was to give achieving cut through with consumers that are constantly being inundated with new models.
Working with influencer Julius Dein, we used social first video to bring the handset release to life. We created a hidden camera piece entitled ‘Reverse Pickpocketing’ that we knew would excite and delight the target audience.
Utilising customer data we built an audience of 10 million people who fitted our consumer profile. We then promoted the video to drive millions of views, built an audience of those who watched 50%+ and then retargeted them with a series of follow up ads highlighting the USPs of the new handset