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Yota was looking for a way to disrupt the crowded mobile phone market with a new device.
The world's first double fronted smartphone, YOTAPHONE2 set new standards for the industry. It created a smarter way for consumers to interact with their devices. Yota Devices and LEWIS teamed up for an EMEA launch across five cities.
The Yotaphone2 needed to be seen to be believed. So for the launch strategy, LEWIS focused on getting the product into the hands of top influencers in every target city. Each event attracted key business, technology, and consumer lifestyle press. London hosted the main launch event for Europe. Press events also took place in Italy, the Netherlands, Poland and Dubai.
London’s Shoreditch-based event involved an exciting hands-on experience for the crowd. Activities included handset demos and a live social media wall with popular tweets and photos. Meanwhile, an exclusive set from renowned DJ Moguai rounded off the event.
A mix of engaging social media posts, Facebook ads and sponsored Tweets drove consumers to Yota Devices’ webshop and pop-up store in London.
Beyond the launch events, interviews and product reviews generated mass market awareness.
Yota brand and product awareness increased dramatically across EMEA. This was driven by high volumes of extensive press coverage. Titles included Forbes, Quartz, Bloomberg, The Sunday Times and Financial Times.
AT-A-GLANCE EMEA RESULTS
Over 100 briefings took place in Germany, Italy, France, Spain and the UK - under embargo, to boost coverage on the launch date
344 media attended five events
1,378 clippings over a five-week period
Forbes named YOTAPHONE2 the ‘Most Disruptive Smartphone of 2014’
77,000 engagements on Yota Devices’ Facebook pages
2.5 million impressions through Yota Devices’ Facebook posts
1.15 million impressions through @YotaPhone Twitter channel