Mi Road Movie

SUMMER 2021

In the Summer 2021, together with Xiaomi, we brought the "Magic of Cinema" to Kazan and Sochi. The word "magic" from the strategic line of the campaign is ideal for describing the project. The grand show with large-scale construction and animation was in danger of being shut down a week before the start – the regional authorities closed the cities one after another, canceling previously agreed mass events.

Context

In 2021, Xiaomi introduced a premium series of Mi 11 smartphones with unique camera features, built-in professional film filters, impeccable image clarity and clear sound from Harman Kardon.

We had no doubt that the product will impress the consumer, so we decided to organize a tour of cities with over a million residents to demonstrate its capabilities in practice.

Challenge

A week before the start, it became known that the authorities of Moscow and St.Petersburg, and then other cities, plan to ban mass events. By the time the rumors about the strengthening of coronovirus restrictions appeared, the project was fully ready to start.

Cancellation of the project meant multimillion losses both for the client and the agency, and we decided to turn to magic. In a matter of days, the project team found cities where urban fests with mass festivities were planned for the same dates (this minimized the risk of mass events cancellation by regional authorities), coordinated venues, organized logistics and local support for the project.

"The magic of cinema" has become real, contrary to all forecasts, thanks to the teamwork of the client and the agency.

Implementation

A real movie set with decorations and themed pavilions were waiting for the guests of Mi Road Movie in Kazan and Sochi. Each visitor could not only test a smartphone, but also turn into a director, cameraman or actor.

Three filming pavilions were created in the movie set. In the first one, visitors could become heroes of a horror movie through the magic zoom effect like in the Hitchcock scenes; in the second one - to plunge into the world of Alice in Wonderland, technology and fiction using the freeze frame mode; and in the third - to immerse themselves in a disco movie and stop time.

Also, a Mi Shop was opened on the site, where guests could test Mi 11 smartphones, get acquainted with all the new products of the brand and purchase devices. The ecosystem zone in the smart home format showed the possibilities of filling the space with Xiaomi smart devices.

A lounge area where guests could relax and sunbathe, a children's film studio, as well as a parking lot where visitors could ride an electric scooter were also available.

More than 100 prizes were raffled off on stage every day — from trendy panama hats and branded merch to the Mi 11 smartphone.

1/6

Website

An interactive website with detailed information about the capabilities of each site was the hub of the project. To drive traffic all key promotion channels in Sochi and Kazan were used.

https://miroadmovie.ru/

Merch

A set of merch items was specially developed for the campaign: hoodies, panama hats, shoppers. Cotton panama hats saved the entire project team in 40-degree heat and were awarded as a prize to the winners of competitions.