Xiaomi
Tech Product Launch Campaign for Xiaomi 11T Pro
Toy Creative worked with Xiaomi to deliver the London launch campaign for the Xiaomi 11T Pro, one of the brand’s flagship smartphone releases. The project involved creating a suite of advertising assets including press ads, microsites, retail graphics and large-format installations designed to maximise visibility across both digital and physical media.
Large scale retail media rollout
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Client: Xiaomi
Industry: Technology / Consumer Electronics
Services: Advertising campaign, large-format print, retail graphics, digital assets
Location: London & nationwide -
Xiaomi wanted the launch of the 11T Pro to make a strong impact within the London market.
As one of their flagship devices, the campaign needed to showcase the product’s sleek design and advanced technology while reaching audiences through a mix of retail, outdoor and digital advertising channels.
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Toy Creative worked closely with the Xiaomi team to develop campaign visuals aligned with the brand’s global design language.
The creative direction focused on keeping the layouts clean and minimal, allowing the modern aesthetics of the device to take centre stage while maintaining strong visual clarity across different media formats.
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The campaign included the production of large-scale retail and outdoor graphics, including:
- custom security banner shrouds
- large-format lightbox graphics up to 7 metres wide
- retail store signage and installation
- event and launch collateral
These installations helped dominate the visual environment around key retail locations during the product launch.
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To maximise reach, the campaign extended across multiple media channels including:
- press advertising
- outdoor billboard placements (6-sheet and 48-sheet formats)
- retail store environments
- digital campaign assets and microsites
This multi-channel rollout helped Xiaomi occupy both physical and digital advertising spaces across London during the launch period.
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The campaign generated significant engagement during the launch period.
Retail footfall increased by over 15%, while digital visitation increased by more than 200%, helping drive awareness and visibility for Xiaomi’s latest flagship device in the London market.
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The Xiaomi 11T series is the latest in the company’s innovative smartphone ranges. With all-new chipsets, powerful new technology and cutting-edge design, the Xiaomi team asked Toy Creative to help give them a voice in the London market.
We were involved from the ground up with this launch, working with the team in any facet that we could — from designing press ads and microsites through to large-format lightbox graphics and signage installations. We helped them navigate the world of digital and printed media ad space and occupy as much of the landscape as possible.
For the design, we aligned with the brand’s overarching visual style. We kept things simple, with a goal to hero the sleek, modern aesthetics of the pieces themselves. This approach required a meticulous eye for quality, as white played such a large part in the direction of the graphics.
Print posed its own set of unique challenges for our production team. We created and printed a suite of custom-cut security banner shrouds, printed seven-metre-wide lightbox graphics and a variety of event collateral to commemorate the launch. To make sure the launch captured the maximum audience we covered 6-sheets, 48-sheets and other external media placements.
Footfall increased by over 15% during the launch, with digital visitation increasing by over 200% during the launch period.