Redmibook
SUPERSTART LIFE \ SUPERSTART LIFE \ SUPERSTART LIFE \
Momo Media
CLIENT
Redmi India
TIMELINE
4 Weeks
🎬 PRODUCT VIDEO
📺 ADVERTISING
💶 CLIENT WORK
Redmi IN was about to launch a new product category in India - Laptops. And this product launch campaign was for the first Redmibook to be launched here.
In a crowded laptop market, Redmi decided to stand out by offering a great starter laptop at a lower price bracket and hence meeting a largely untapped demand.
PROJECT ROLES
CREATIVE DIRECTOR
HEAD OF POST PRODUCTION
COMPETITOR RESEARCH
We conducted a detailed analysis of the primary competitors, focusing on their features, specifications, and marketing strategies. Our research revealed that while some competitors offered similar features, they were priced higher, and those within the same price range lacked in design and performance. Additionally, we noted that competitors primarily used technical jargon in their marketing campaigns.
USER RESEARCH
The research from the client provided insights into the Redmibook's target market, primarily Indians aged 18-25 in metropo, Tier-1 & Tier-2 cities, a demographic that includes students, small business owners, and first-time employees. Our findings highlighted that these consumers, who have limited tech knowledge and are cautious about spending, view purchasing a laptop as a significant investment in their personal and professional growth.
THE CORE INSIGHT
Our target group we’re selling to is unique, in that they’re predominantly first-time laptop buyers who are not particularly tech-savvy. Technical specifications and jargon are less likely to resonate with them. Despite the Redmibook's low price point for its specifications and features, this purchase is significant for our audience, representing a major investment in their work, education, and a path to a better future.
Our campaign, #SuperStartLife, emphasizes this perspective. We focused on bold messaging that positions the RedmiBook not just as another gadget, but as a starting point for new opportunities and a better life, emphasizing its value in achieving both big and small dreams.
VISUAL DESIGN LANGUAGE
The laptop is seen as the centre of attention throughout the video in an isometric view. We depict the different value propositions offered by the laptop as these mini sets built on and around the laptop.
Key selling points like the processor, battery life, display and connectivity were represented through the 3D sets and animation, as well as with text supers.
Nearly the entire video uses this visual device of your various hopes and dreams being built around the laptop to drive in the point that this laptop helps you make all those things happen.