Nothing®
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Insight
The smartphone industry is dominated by a small number of handset brands circling each other in a tech arms race. No-one is truly innovating, everything is incremental. There’s clear room for a challenger brand that understands global consumers want more than just a soulless tech experience; they want to have a say in the future of their tech products, and to feel closer to the brands they choose.
Challenge
The Nothing® phone (1) launch needed to be different from the likes of Samsung, Apple and Google. It had to represent the 10k individual investor community and present Nothing® as a tech company with a unique identity. We created and livestreamed a keynote film with a tech teardown and then devised and livestreamed an exclusive launch event to introduce the phone (1) to the global smartphone markets.
Change
Instead of a presentation at a packed auditorium, we filmed Carl’s Keynote in a café, a vintage cinema and the streets behind their design office in Kings Cross, London. We held a live launch in their design studios inviting a community of influential creatives, publishers and investors. An analogue launch of a sophisticated digital experience. Over 100k people viewed the livestream (1.5m views post event), 300 attended the live event and the PR coverage was everywhere.
Insight
The smartphone industry is dominated by a small number of handset brands circling each other in a tech arms race. No-one is truly innovating, everything is incremental. There’s clear room for a challenger brand that understands global consumers want more than just a soulless tech experience; they want to have a say in the future of their tech products, and to feel closer to the brands they choose.
Challenge
The Nothing® phone (1) launch needed to be different from the likes of Samsung, Apple and Google. It had to represent the 10k individual investor community and present Nothing® as a tech company with a unique identity. We created and livestreamed a keynote film with a tech teardown and then devised and livestreamed an exclusive launch event to introduce the phone (1) to the global smartphone markets.
Change
Instead of a presentation at a packed auditorium, we filmed Carl’s Keynote in a café, a vintage cinema and the streets behind their design office in Kings Cross, London. We held a live launch in their design studios inviting a community of influential creatives, publishers and investors. An analogue launch of a sophisticated digital experience. Over 100k people viewed the livestream (1.5m views post event), 300 attended the live event and the PR coverage was everywhere.
