Redmi Note Series

NÉT CĂNG ĐÉT

"Boyfriend Material" In Creative Music Campaign

The Brief

To GenZ, dancing, music and vivid visual is something still make them exciting. If the music is HOT enough, they will cover it, dance with it on Social, especially on TikTok and Youtube.

So from that, Xiaomi wants to heat up the GenZ spirit of new Redmi Note Series in 2024 through a song that every-GenZ will love it, share it, dance with it. Finally, the awareness and engagement for RN Series will be gained.

Tagline: Tron Net Doc Ban

Client: Xiaomi

Industry: Technology

Time: 2024

Our Approach

Utilizing the gen Z insight of flexing, Cready innovatively developed and executed a music concept to make it viral, leveraging International Women's Day March 8th to discuss the theme of the ideal partner from a girl's perspective.

Combining with the use of Gen Z slang "NÉT CĂNG ĐÉT" which signifies something or someone exceptionally cool and impressive, Cready aims to spread the spirit of proudly showcasing one's "cool and impressive" partner through the music and associated activities.

Simultaneously, this initiative also aims to spotlight the key selling point (KSP) of the Redmi's 200MP camera's "sharpness" underlining the product's standout feature in a way that resonates with the youthful, vibrant spirit of Gen Z.

Key Activities

Music Campaign on multi channels

Dance cover mix stage

Big Idea

Express something Gen Z
Express something So Cool
Express something "Sharp"

Execution

Key Hook: Lyric MV Nét Căng Đét

Dance Cover Mix Stage

Hand dance - Trend on TikTok

Phase 1

Key Hook MV "Nét Căng Đét"

Pop Worldwide x Juky San

#Juky San in real life

#Characters in 2D Lyrics MV

Our Idea

Featured on Juky San, a girl who takes good care of her apprearance with fresh vibe and has possesses unique standard, the song explores the feelings of a girl experiencing love, touched daily by the sweet, loving moments with her ideal partner.

Every moment of love is NÉT CĂNG ĐÉT

Her boyfriend is NÉT CĂNG ĐÉT

So do every girls.

Visual Concept

2D animation is a cool and trendy way to grab Gen Z's attention, putting the spotlight on the campaign's smart ideas and how they sound, rather than just how they look. It's all about preparing the ground for a dance cover trend on TikTok that's coming up next.