World's slimmest Gionee Elife S5.5 is more than just a pretty phone

Creative agency, AndAnd Brand Partner's attempt was not only to convey how fabulous Gionee smartphones are but also how relatively superior they are to the competition

BestMediaInfoBureau | Mumbai | June 13, 2014

Click on the image to watch the TVC.

Gionee has rolled out a new campaign for the Gionee Elife S5.5, touted as the world's slimmest smartphone. Its creative agency, AndAnd Brand Partner, has conceptualised the TVC.

The new phone is made up of metal and pure glass and serves as a superior fashion and style accessory. The look, design and feel are something which consumers haven't experienced before. But it's more than just a beautiful phone. Within the unprecedented slimness, it packs in quite a bit: an Octa Core processor, a 13 MP camera, FHD display and a 950 wide-angle front camera for awesome selfies. The TVC tries to capture this sentiment, where it is a game of one-upmanship between a snooty girl and a Gionee S5.5 user.

The 30-second TVC starts with a stylish girl making an entry into a sky bar flaunting her fancy new phone. Her friends ask her what it is to which she replies that it is the world's slimmest phone. Another girl in the same group, jealously looking at her exquisite and fancy device, says that it is nothing more than just a pretty phone. A voiceover then starts describing in detail each feature of the Gionee Elide S5.5 and ends saying that 'It is more than a pretty phone and not made of plastic.'

Anand Suspi, Creative Director at AndAnd Brand Partner, said, “The tonality of the TVC is competitive, pretty much like the previous Gionee E7 TVC. Gionee is a new entrant and it's quite natural for some smug consumers to be dismissive. The aggressive approach is to put things in perspective for them. The idea is not only to convey how fabulous our smartphones are, but also how relatively superior we are to the choices the consumer has.”

The TVC needed a lovely sky bar and Bangkok provided the ideal location for the shoot. More than 170 distribution partners flew down to attend the shoot.

The brand has been using television and digital in a big way to capture the attention of today's youth. Gionee, after sponsoring reality show 'Khatron Ke Khiladi' on Colours, will be co-sponsoring 'Jhalak Dikhla Ja' on the same channel.

In digital, it is associated with Universal Music and Enrique Iglesias. Gionee global also is now a proud associate of the popular English Premier League. The brand will be the Co-Presenter for FIFA World Cup 2014 on Sony Liv.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Agency: AndAnd Brand Partner
Creative Directors: Anand Suspi, Harpal Singh
Account Management: Deepak Nanda
Production House: Doctor Films
Director: Sudhir Makhija

Sarmistha@BestMediaInfo.com

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