Coolpad announcing its India foray, launched two new smartphones (Coolpad Dazen 1, Coolpad Dazen X7) on May 28 at Shangri La in New Delhi. The event, managed by We MediaWorks, was attended by mainstream media, tech bloggers and special guests from Coolpad China. The objective of the event was to create excitement around Coolpad’s entry in India in a segment already crowded with stiff competition. Commenting on the same, Vinay Kumar, Director, We MediaWorks said: “This was the challenge for us, as users already have enough options across this segment. We came up with a few simple but effective concepts that helped the event stand out.” The event started with the global CEO’s welcome. He shared the operations and functions of Coolpad in India and China before the India CEO took over and they both launched the products. The floor was then open for a Q&A session followed by everyone checking out the product at the experience zone. The highlight of the event was the fog screen entry with a Coolpad animation, where each guest entered the venue through this mystifying effect. Speaking on the occasion, Li Wang, President & Global CEO, Dazen, said: “India has always been a very exciting market and is also the fastest growing online smartphone market in the world and that is why we wanted India to be among the first markets where we would launch our new innovations.” Commenting on the launch, Kumar said: “The clear brief was to present Coolpad as a futuristic and tech savvy brand and the team wanted it to be carried in every element. The task became even more challenging post the China launch of these devices as the benchmark was set really high. We are glad we managed to meet expectations on all fronts.” The setup comprised a large central screen, a seamless video wall at the pre-function area playing user generated content and an experience zone displaying devices for hands-on experience. The event, attended by mainstream media, tech bloggers and special guests, took place at Shangri La in New Delhi.

1. a
crea&ve
presenta&on
by
Coolpad
Dazen
1
&
Dazen
X7
Launch
28th
May,
2015
New
Delhi

2. a
crea&ve
presenta&on
by
About Us
We
are
an
experien&al
marke&ng
agency
specializing
in
crea&ng
experiences
that
enable
brands
to
make
meaningful,
emo&onal
connec&ons
with
their
target
consumers.
Established
in
2009,
we
have
built
our
business
by
merging
the
strategic
disciplines
of
brand
planning
and
experien&al
design.
Located
in
the
leading
financial
and
industrial
city
of
India,
Gurgaon,
We
MediaWorks
has
amassed
a
na&onal
and
interna&onal
clientele
through
its
groundbreaking
Experien&al
Designs.
But
in
reality
and
at
our
essence,
we
are
experien&al
designers.
We
MediaWorks’s
event
and
experien&al
campaigns
communicate
a
brand’s
truth,
and
develop
an
emo&onal
connec&on
between
the
brand
and
consumer.
To
accomplish
this,
we
work
to
obtain
an
in&mate
understanding
of
a
brand
and
the
individuals
who
are
most
likely
to
choose
that
brand.
Experien&al
Marke&ng
|
Mobile
Marke&ng
|
Sponsorship
Ac&va&on
Event
Marke&ng
|
Interac&ve
Marke&ng
|
Crea&ve
Services
|
Social
Media
|
Digital
Media

3. Event
Details
Event
name
:
Coolpad
Dazen
1
&
Dazen
X7
launch
Date
:
28th
May,
2015
Venue
:
Hotel
Shangri-­‐la,
New
Delhi
AZendance
:
150
Pax

4. The
Brief
• Create
excitement
around
Coolpad’s
entry
in
India
• Launch
Brand
Coolpad
and
its
proposi&on
in
India
• Drive
interest
and
engagement
around
Coolpad
portfolio
in
the
media
• Showcasing
technology
as
a
basic
thought
process
behind
the
event.

5. So
How
Do
We
Achieve
It?
• Focus
on
Visibility
and
Hands
on
Experience
to
the
customer
:
The
key
to
ge]ng
people
to
start
trus&ng
the
build
quality
and
usability
of
the
device
is
to
enable
them
to
get
a
real
&me
hands
on
experience
and
see
it
for
themselves
and
not
just
go
by
marke&ng
claims.
• Emo9onal
Connect
with
the
masses
is
key
:
An
emo&onal
route
for
a
marke&ng
campaign
serves
well
as
Indians
have
a
great
recall
value
of
emo&on
driven
content
and
are
most
likely
to
share
among
their
peers
and
on
their
social
groups
• Focus
on
making
the
campaign
viral
on
social
media
:Virality
of
a
campaign
is
key,
we
may
use
the
best
methods
to
create
content
and
it
can
be
relevant
to
the
last
t
but
unless
made
viral,
the
results
will
be
hard
to
tell.
In
today’s
day
of
social
media
boom,
it
is
suggested
that
equal
importance
is
given
to
the
digital
campaign
as
to
the
on
ground
ac&vi&es

6. So
we
Focus
On
• Making
consumers
experience
the
amazing
CAMERA
QUALITY
of
Coolpad
phones
that
allows
consumers
to
click
great
pictures
along
with
wonderful
stability
of
the
pictures/
video
showcasing
the
OIS
of
the
product.
• Take
compe&&on
head
on
by
highligh&ng
the
great
speed
of
the
phone

7. Showcase
Camera
Quality
&
OIS
Influencer
engagement:
#PureClicks
Three
ci&es,
three
amazing
adventures
to
showcase
the
amazing
camera
quality
and
OIS
of
Coolpad
Influencer
engagement:
Drone
ac9vity
15
Coolpad
fans
from
China
and
5
influencers
from
India
go
to
one
des&na&on
for
adventure
Mass
consumer
engagement:
#mademyday
An
emo&onal
campaign
which
will
be
made
viral
through
social
media

8. The
Venue

9. Ballroom,
Shangri
La
Hotel,
New
Delhi
• We
have
mapped
out
the
consumer
journey
and
crea&ves
in
a
hotel
ballroom.

10. Event
Flow
• When
guests
enter
the
hall,
they
see
a
large
central
screen
which
will
be
used
for
presenta&ons
&
videos

11. • The
demo
area
will
be
created
in
the
main
hall
and
covered
with
curtains
before
launch
• These
curtains
will
unveiled
during
launch
sequence
revealing
the
experience
area
where
people
can
get
a
hands
on
experience
of
the
devices
Event
Flow

12. Registra&on

13. Video
Wall

14. Fog
Screen
at
Entrance

15. Main
Stage
Area

17. Demo
Zone

20. Isometric
View
Ballroom
Layout

21. Execu&on

22. Registra&on

24. Video
Wall

26. Fog
Screen

28. Main
Stage

30. Demo
Zone

32. Display
Tables

34. A
presenta&on
by
: