When Xiaomi officially entered the Benelux in March 2019, many people in the region were still getting to know the brand. Progress Communications supported the introduction, working closely with colleagues across the LVT Group.
At the time, the group brought together labels including Progress Communications, Contentbureau, SjansenDesign, Eventive and LVTPR. Their combined expertise allowed the team to develop different parts of the communications programme together.
One brief, several complementary skills
Xiaomi distribution partner Tekpoint approached Progress Communications with a clear challenge: introduce the brand to the Benelux through an event.
The group could support the work from the first media list and invitation to the event concept and its practical delivery. Contentbureau colleagues wrote the copy, while Eventive played a central role in developing and organising the experience.
Sharing an Amsterdam office made it easy for Progress and Eventive to exchange ideas. Colleagues in Antwerp joined the project to help deliver a launch that worked across the region.
Create an experience for different audiences
Xiaomi was known primarily for smartphones, but its product range extended much further. The possibilities included a laser projector, smart lighting, watches and an electric scooter. Choosing what to show—and how—was therefore an important part of the brief.
The guest list also needed variety: technology and lifestyle journalists, influencers and partners. The event had to offer each group something useful while remaining coherent as a brand introduction.
A technology journalist might need time to test products and ask detailed questions. An influencer might look for engaging material to share with an audience. Understanding those differences helped shape the experience.
Develop the plan together
Combining Progress’s knowledge of the audiences with Eventive’s event expertise gave the team a practical basis for brainstorming. What should guests experience? Which products belonged in the programme? Where should they be placed? What would help different visitors create a story?
Close collaboration made those decisions easier to discuss. It also gave colleagues an opportunity to learn about other communications disciplines and think beyond their own part of the project.
The result was an integrated plan in which media relations, content and event delivery supported the same objective.
The launch on 28 March 2019
On the day, the ideas became a shared experience for media, influencers and partners from the Netherlands and Belgium. After Xiaomi’s presentation, guests could explore the products for themselves.
A smart living room showed how the devices fitted into everyday life. A scooter race offered a more playful way to try another part of the range.
Press attendance exceeded the target by 28%. Feedback from the client and media was positive, and the launch received extensive coverage. For the team, it demonstrated the value of bringing different areas of expertise together from the beginning.
Do you have a Benelux launch event planned? As a Benelux PR agency specialising in technology, Progress Communications can help connect the event with a clear media and audience plan. Contact us to discuss your launch.
Mireen van Limpt
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