Disrupting the duopoly: Launching the ZTE Axon M

ZTE, a telecommunications equipment and systems company, launched a campaign to promote the release of its Axon M handset in the US.

Campaign details

Brand: ZTEAgency: Grayling

Our challenge

ZTE is the number four mobile handset brand in a market dominated by the all-powerful duopoly of Apple and Samsung.

To disrupt that takes not only a startling product, but a gutsy, in-your-face approach to communications.

In its Axon M handset, ZTE had the first. Our job now was to deliver the second...

The landscape

As a society, we are spending increasing amounts of time with our smartphones, expecting and relying on them to do more and more.

Research by eMarketer and others indicates that Americans spent an average of...

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