keting of Joy ZTE
A candy-bar android-based smartphone with QWERTY keyboard that we customized for young consumers from 18 to 25 with low or no income. This phones features a couple key functions that the target expects, such as SMS, music and app.
A couple of challenges: * Low brand awareness * Competition of similar products – different to differentiate * Limited exposure to traditional media of the target consumers – live in close campuses, online, travel in buses, etc.
Thus the challenge was to how to attract consumers to our product among tons of competitive products and by which way and how, given our low brand awareness.
Our solution was to make it personally connected to the audience through a series of product design competitions. The competition includes designs for general UI, ID, desktop background, the UI for key features, like SMS and Music player. We encouraged the participants to give us design proposals and we award them with cash prize. We also offer to pay them copyright license fees if they designs are adopted at the end.
Our principle in the competition is open, interactive, and personal.
In order to promote the competition, we recruited campus ambassadors in universities who helped us promote the competition on campus.
We advertised the completion online and opened our webpage on Facebook to create interactive relationships with the targets, and we also invited the Facebook fans to evaluate the design works.
And we invited press to report this competition. At the end, we organized a great prize-awarding live show in France. e-commerce, order online the phone that you made.
By this competition, we achieve a couple of goals.
First, our brand was largely promoted to the target audience, even more.
Second, the product and its value proposition reached well the audience.
Thirdly, we collected a lot of great ideas in design and knowledge on the consumers, which was a huge legacy for the later success.
10％ market share in college student, 1M pieces sold in first three month in five countries.