Disrupting the Duopoly: Launching the ZTE Axon M
A major campaign to launch a truly innovative mobile phone, taking on some of the most powerful brands on earth.
ZTE is the #4 mobile handset brand in a US market dominated by the all-powerful duopoly of Apple and Samsung. To disrupt that takes not only a startling product, but a gutsy, in-your-face approach to communications. In its foldable Axon M handset, ZTE had the first. Our job was to deliver the second...
Our communications strategy was three-fold: 1) Be confident: Anticipate and head off any potential criticism 2) Be bold: Make a noise, make an impression, make a difference 3) Be everywhere: Secure widespread commentary to hit the different target consumer segments
The launch of the Axon M was so successful that both Samsung and Apple announced expedited timeframes for bringing their foldables to market. We succeeded in not only pushing the space forward, but in forcing the two most dominant players to follow, rather than lead.