XIAOMI | Beware the Notch
What’s a notch? For some, it’s the little black bar at the top of a mobile phone that houses the selfie camera. For others, it’s the bane that ruins every second of their viewing experience. Who knew something so small could spark such a fiery debate? One company to take on the challenge is Chinese phone manufacturer, Xiaomi. Despite being the world’s 4th largest of its kind, Xiaomi isn’t quite a household name in the Western market (yet!). But given their track record of making spectacular phones, it won’t be long before we’ll all want one. Their latest handset to hit the Western market is the Mi9T. The new phone boasts a huge full-screen display and a pop-up selfie camera - providing the notch-less viewing experience that users crave. Our task was to speak directly to their audience of passionate phone buffs during the launch. In just over 3 weeks, we created three 15’ online spots that depict a series of humorous catastrophes caused by the distraction. Let this be a lesson to all - BEWARE THE NOTCH.
