Xiaomi X-Conference

X-Conference is a grandiose and high-tech event of Xiaomi Russia, at which the company presents its new products. In 2020, it was held in a non-standard online format. The main principle of Xiaomi is “Innovation for everyone”. This is not just a slogan, but a business style. When pricing each product, the brand uses phenomenally low margins to make the best innovations available to the widest possible audience. It was this rule that inspired the presentation of new Xiaomi products. With our concept, we wanted to involve fans of the company in the presentation and give them the opportunity to present new products together with representatives of the Xiaomi brand. Task We had to propose a completely new format for the X-Conference and organize everything in less than a month. During an online broadcast, the viewer is very tempted to switch to something else, so we needed to conduct the presentation in such a way as not to lose the interest of the participants. Solution We proposed a fundamentally new format for the X-Conference thanks to the participation of brand fans. We talked to Xiaomi users to find out what innovation means to them. Everyone has their own features: for some it’s speed, for others it’s elegant design. We decided to use in the presentation stories of real people who themselves would tell how Xiaomi devices make their lives better. During the presentation, a speaker from Xiaomi listed the main characteristics of each product, highlighting those that seemed most important from the brand's point of view. At the same time, Xiaomi users told what qualities of the product they liked and found most useful. Result The event was broadcast simultaneously on several platforms and thematic resources. In addition, we invited friendly bloggers and opinion leaders who conducted their review: Wylsacom, Smetana TV, etc. As a result: 2 million views, the most charismatic millionaire bloggers, a lot of support in the media and a lot of impressions. We managed to strengthen the image of Xiaomi as a high-tech brand whose products are accessible to everyone. The presentation was appreciated not only in Russia - we also received positive feedback from Xiaomi’s global colleagues. Of course, all this would not have happened without our beloved team and partners, ready to help out in difficult times. Ambitious tasks in limited conditions are what motivates us to conquer new heights every day! Thanks to the super teams Screen Blasters, Ya Production, COOPER - MAY, and, of course, we are incredibly grateful to Xiaomi Russia for their trust and openness to everything new!