OML Entertainment has conceptualised the ‘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 concept, ‘As Unique As You’, from Nothing’s brand proposition ‘Powerfully Unique’. OML divided the launch it into three phases — promotion, user experience and celebrity endorsements with Vijay Varma, Amyra Dastur, Anjali Sivaraman, and Neha Sharma.
“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),” Pankaj Malani, SVP- revenue, OML Entertainment, said.
OML drew a parallel between each user’s individuality and the Nothing Phone’s features (2a), emphasising the inherent uniqueness of both. The first phase of the campaign entailed an outdoor campaign with a copy across Mumbai, Delhi, and Bengaluru. The strategy generated 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 featured user-generated content featured in real life at bus stops. 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) for a full day.
The campaign translated into 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.