A phone launch you could sing along to.
Young people scroll past phone ads in any language, and Redmi Note 12 had a lot of features to explain in Romania and Poland. So we turned the spec sheet into one English song. The comments filled up with the lyrics, and sales beat the target by 38%.
We wanted to remind users what Redmi Note 12 can do, and that it lets them capture life at its most vivid.
The challenge.
Every phone launch said the same things. Young people had stopped listening.
Redmi Note 12 had a long list of features, and the people it was aimed at scrolled straight past spec sheets. Xiaomi wanted two things:
Young people to remember the features without ever reading them.
The phone to stand for the vivid life they want for themselves.
The idea.
A feature list is gone by the next swipe. A chorus isn't.
So we put everything good about Redmi Note 12 into an original song:
Written in English, so the same song worked in Romania and Poland.
Vivid moments, filmed around the world on the phone itself.
Reels and immersive posts on Instagram and Facebook, all to the same tune.
Wherever it ran, people typed the lyrics into the comments.
One song, two formats.
Sound on for this one.
The Redmi Note 12 song, vertical and loud.
Video 9:16
The story cut.
Video 9:16
Vivid moments from around the world, shot on the Redmi Note 12 itself.
Immersive Facebook post · 4:5
One phone, two DJ decks, one chorus.
Immersive Facebook post · 4:5Sales 38% over target, and people knew the words.
The sales target was set before the song existed. Sales beat it by 38%.
73.6k likes, comments and shares, and plenty of the comments quoted the song.
Reels and feed videos, watched 3.1 million times in Romania. People chose to replay a spec sheet.
The song expressed the phone's main features in a cool way, engaged young people and inspired them to use the phone to the full.
Why it worked.
The features were the lyrics.
Anyone who remembers the song remembers the phone.
The vivid moments were filmed around the world on the phone being launched.
The video was the demo.
One song worked in both markets and every format.
A chorus doesn't need subtitles.
