Special project Xiaomi 12 Lite x Ozon

July 2022

In Summer 2022, Xiaomi presented it's 12 Lite smartphone, featuring a lightweight and sophisticated design. To build a premium image for the new device, we launched a project on Ozon that combined modern technology with fashion and introduced marketplace users to the most interesting and progressive brands in Russia.

All photos were taken using the Xiaomi 12 Lite

In Summer 2022, Xiaomi presented it's 12 Lite smartphone, featuring a lightweight and sophisticated design. To build a premium image for the new device, we launched a project on Ozon that combined modern technology with fashion and introduced marketplace users to the most interesting and progressive brands in Russia.

Goals

Strengthening Xiaomi's brand position in the premium segment.
Communicating the new smartphone's advantages as both a trendy accessory and a technological device.
Increasing conversions to the product page on the marketplace.

Idea

The project was based on the idea that you can always be stylish, whether you're going to the theater or a party with friends, from the office to a university lecture. There are no limitations on self-expression, and even your smartphone can be part of a bright, everyday style.

The project's internal line is «Everyday fashion, or Stylish Weekdays with the Xiaomi 12 Lite». The smartphone was the link between fashion brands and trendy looks, serving as both a technological device and a stylish accessory.

We tried to stand out on Ozon, and we succeeded. Our special project was the first fashion project on the popular marketplace and cemented Xiaomi's reputation as a modern and dynamically developing brand which has an acute sense and apt knowledge of what people need.

Project architecture

Fashion shoot with top photographers and stylists.
Landing page that introduces brands and stylish looks from the photoshoot.
Media campaign on Ozon to promote the project.
Campaign with opinion leaders.
Stream on Ozon.

Brands

On Ozon, where thousands of brands are represented, the project became a kind of fashion-guide of the most interesting and fashionable brands in Russia. With Xiaomi, we exposed them to a wide range of marketplace users and showed stylish looks that are easy to duplicate.

Landing page

The landing page developed by Integma creative team became the hub of the entire project. Introducing brands and designers, seasonal trends, inspiring looks from the fashion shoot, fashion expert recommendations - all this was organically presented on https://www.ozon.ru/special/12lite

Xiaomi 12 Lite integration

At the fashion shoot, the smartphone was present in each look as both a functional and fashionable accessory. The headlines for each outfit played on its main KSP: a light and sleek design, stylish shades, brightness and contrast, the ability to take studio-level pictures and stunning selfies even in the dark.

In the project, the Xiaomi 12 Lite is on par with the fashion brands - users can purchase it immediately, without going to a separate product page.

A girl in an overcoat with a phone on a chain.

The girl in the red jacket with the phone.

The girl with the phone in front of the mirror

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Media campaign

The project was promoted via banners with images from the photoshoot. We were able not only to create a premium image for Xiaomi, but also to convert traffic to the product page on the marketplace. During the advertising campaign, views of the Xiaomi 12 Lite on Ozon increased by 65%, and adds to user carts increased by 129%.