Xiaomi Romania and Confident Communications won two Silver trophies at the Romanian PR Award 2021 for the Xiaomi campaign, “Mi 11 – Movie Magic”

Xiaomi’s campaign, “Mi 11 – Movie Magic”, made by Xiaomi Romania and Confident Communications, was rewarded with two Silver trophies in the categories Brand PR – New products and services and Tech PR & Communication of innovation, at the Romanian PR Award 2021 Gala. The 19th edition took place online on November 25, and the composition of the jury was international and brought together representatives from 10 countries.

“These are two extremely important awards for us and which confirm that we have done an excellent job this year as well. In 2020, the Confident team received the Small Consultancy of the Year award.

We thank the Xiaomi Romania team for their support and for all the efforts made to build this campaign, which was worked on enormously and which can even be said to have been magical. These trophies at the PR Award honor us and confirm that we are on the right track “, he says Mara Gojgar, fondator Confident Communications.

“We are glad that we managed to build here, in Romania, a high-performing team, which always manages to surprise. We are united and ambitious and we aim to continue to do great things. We also thank the official Xiaomi partners in Romania. We have a very close collaboration with both mobile operators and offline and online retailers. They have shown a lot of professionalism and these awards are also theirs “, he declares Gina Gavriliu, Marketing Manager, Xiaomi Romania.

Xiaomi’s campaign, “Mi 11 – Movie Magic” took place over four months, during which time the Mi 11 Series (consisting of Mi 11, Mi 11 Ultra, Mi 11 Lite 5G and Mi 11 Lite) arrived in Romania. The local Xiaomi team and the Confident Communications team joined forces and held a series of launch events and activations involving technology and lifestyle publications, key opinion leaders (both from the tech area and from the world of film and photography), actors, travel bloggers and food vloggers.

Under the umbrella of the “Movie Magic” concept were all the key messages of the Xiaomi campaign. The Mi 11 series of smartphones offers users cinematic specifications and experiences at another level. If before magic belonged only to professionals, from now on it is available to anyone. So invitations to online events took the form of Oscar snack boxes, and the incredible capabilities of the new phones were explained and tested by professional directors and photographers. The climax, Mi 11 was one of the main characters of the film “Completely Unknown”, directed by Octavian Strunilă. With the help of the smartphone, the first trailer of the film was filmed.

Activations did not stop here. Mi 11 Ultra, the high-end model of the series, was used to create a photo-report in National Geographic, with the bison from Vânători Neamț Natural Park. Bogdan Daragiu, video director, filmed three memorable videos that were seen around the world through Xiaomi Studios. Mi 11 Lite 5G and Mi 11 Lite showed their refinement in a series of colorful recipes, made by Chef Cristian Boca, and three professional photographers got involved in a contest on Instagram.

“Xiaomi’s” Mi 11 – Movie Magic “campaign has ‘reached’ over 3 million people. Last but not least, we should mention the dozens of positive reviews from technology journalists, whom we thank for their interest in Xiaomi products. We managed to give voice in Romania to Xiaomi’s mission, that of making innovation accessible to anyone “, he adds Mara Gojgar.

Xiaomi’s “Mi 11 – Movie Magic” campaign would have been much harder to implement without the support of Venus Five, Confident Communications’ inhouse photo & video division. Founded in 2015, together with the photographer Dragoș Constantin, as an independent line of business, the studio completes the communication services offered by Confident PR. Venus Five is currently one of the largest independent photo studios in the center of Bucharest, fully equipped for large photo-video projects.


From Xiaomi Romania:
Gina Gavriliu – Marketing Manager
Francisc Kurko – PR Manager
Adelin Țurcan – Retail Manager
Adrian Ștefănescu – Social Media Manager
Gabriel Fârtat – Go to Market Manager – Non-Smartphone (Ecosystem)

Din partea Confident Communications (Confident PR & Venus Five):
Mara Gojgar – founder
Ana Păun – PR Director
Silviu Vișan – PR Manager, Xiaomi campaign coordinator “Mi 11 – Movie Magic”
Anca Denisa Călugăru – PR Executive
Fulvia Meiroșu – Corporate Communications Manager
Dragoș Constantin – Producție foto & video (creative and under pressure:)

Xiaomi Corporation was founded in April 2010 and listed on the main board of the Hong Kong Stock Exchange on July 9, 2018 (1810.HK). Xiaomi is a company of internet, smart phones and smart hardware, connected through an IoT platform. Emphasizing both innovation and quality, Xiaomi is constantly concerned to ensure that its users enjoy a high-quality experience and at the same time emphasizes operational efficiency. The company is constantly building amazing products, with fair prices, to allow all people to enjoy a better life through innovative technology.

Xiaomi is one of the largest smartphone brands in the world. The company’s market share in terms of smartphone deliveries ranked 3rd globally in the third quarter of 2021. The company created the largest AIoT platform (AI + IoT) for its users, with over 400 millions of smart devices connected to this platform, in addition to phones and laptops. Xiaomi products are present in over 100 markets around the world. In August 2021, the company was listed for the third time in the top Fortune Global 500, climbing to position 338, which represents an advance of 84 places.

Xiaomi face the Hang Seng Index, Hang Seng China Enterprises Index, Hang Seng TECH Index and Hang Seng China 50 Index.

Founded in 2011, Confident Communications is composed of: Confident PR, an agency specializing in marketing communication for key industries – tech, real estate, healthcare, automotive and B2B and Venus Five Studio, a specialized division for photo, video, podcast and livestreaming services.

In 2020, Confident Communications won the Small Consultancy of the Year award at the PR Award Gala, and the agency’s tech projects were shortlisted at Eventiada, the largest competition in the PR industry in Eastern Europe. CIS and Central Asia, regional partner of the IPRA Golden World Awards.

The agency’s portfolio includes clients such as Xiaomi, Anchor Grup, Ciel, Connections, Mitsubishi, Homing Properties, Spaces, Regus, Liberty Galați (former Arcelor Mittal Galați), Intermedicas, MediHelp. The agency is a member of the Chartered Institute of Public Relations in London.

Source: IQads by www.iqads.ro.

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