Mumbai: OML Entertainment, an independent full-service media and entertainment organisation, has upped the ante on smartphone marketing by spearheading the innovative 'As Unique As You' campaign for the launch of the Nothing Phone (2a) exclusively available on Flipkart.
At the heart of the campaign was its core concept, "As Unique As You", stemming from Nothing's brand proposition "Powerfully Unique". OML strategically orchestrated the launch, dividing it into three phases -- innovative promotion, interactive user experience and celebrity endorsements with Vijay Varma, Amyra Dastur, Anjali Sivaraman, and Neha Sharma.
OML Entertainment SVP, revenue Pankaj Malani said, “Our collaboration with Flipkart for the exclusive launch of the Nothing Phone (2a) phone underscores OML’s constant pursuit of innovation and creativity within the media and entertainment sphere. We curated a strategic campaign with OOH media, and celebrity endorsements to ensure a great launch for the Nothing Phone (2a).”
OML drew a parallel between the individuality of each user and the distinctive features of the Nothing Phone (2a) - emphasising the inherent uniqueness of both. The first phase of the campaign entailed an outdoor campaign with tongue-in-cheek copy across Mumbai, Delhi, and Bengaluru. This strategy generated significant organic traction for Nothing Phone (2a) on Instagram and Twitter, solidifying its foothold in the Indian smartphone ecosystem.
OML magnified the message “As Unique As You” and launched a contest where participants could win a Nothing Phone (2a) by sharing what makes them unique along with the hashtag #AsUniqueAsYou. The campaign came to life with user-generated content featured in real life at bus stops. To finally drive the "As Unique As You" message home, in the final phase, OML enlisted the power of celebrity with popular stars - Vijay Varma, Amyra Dastur, Anjali Sivaraman, and Neha Sharma, who used the Nothing Phone (2a) exclusively for a full day.
The campaign translated into significant sales on the launch day itself with the Nothing Phone (2a) selling 30,000 units in just one hour, doubling to 60,000 within three hours and completely selling out 100,000 units by the end of the day.
