Who
Xiaomi South Africa
What
Product Launch & Brand Activation
The Brief
Launch the Xiaomi 15T through a socially responsible campaign that highlights its Leica co-engineered imaging strength while supporting local animal adoption and reinforcing Xiaomi’s innovation for everyone ethos.
Developing and naming PETriotism as the strategic platform for the Xiaomi 15T Series launch, driving a multi-channel rollout across partnerships, community activation, digital storytelling, and PR.
The Approach
To demonstrate the Xiaomi 15T’s capabilities, we focused on World Animal Month and World Mental Health Day by partnering with Woodrock Animal Rescue and The Flower Foundation, celebrating wellness, canvassing for animal adoption, and capturing unconditional love between humans and rescued pets.
Moments and pawtraits captured on the Xiaomi 15T Series were amplified through digital storytelling and a live pop-up gallery featuring adoptable pets. Bridging offline impact with online reach.
Key Components
- Full Campaign rolloutÂ
- Campaign big idea and strategic platform development
- Narrative and messaging framework
- Management of partner collaborations
- Community activation planning and execution
- Media engagement
Project video
Results
28M+ audience reach
21+ pieces of coverage across broadcast and online
5:1 ROI
Image Gallery
