When we identified that ZTE wanted to enter the Mexican smartphone market, we undertook the task of positioning and tropicalizing it in the Mexican market.

Brand Insights: ZTE and the Chinese writing did not help the positioning of the brand, also the Slogan «Bringing Your closer» was very difficult for the Spanish language, the pronunciation of ZTE sounded phonetically aggressive.

Objective: To become the most dynamic, youthful, disruptive and affordable premium smart cell phone brand for young Mexicans.

Brand building: ZTE had to be a technological and emotional brand, it would have to be a visual brand, easily viral and not a traditional brand.

Brand concept: Closer is better, ZTE brings you closer to everything, to what you like most, close to technology, every moment close to your friends, every moment close to your music, every moment close to your sports, every moment close always.

Positioning: Four brand pillars were created to differentiate themselves in the highly competitive smartphone market. Pillars: Technology, Music, Urban Sports and Art & Urban Lifestyle.

Buyer Persona: It was the GEEKS, the gamers, those who do action and urban sports, the hipsters and the trendsetters.

Results: Brand recognition increased in four years from 10% to 65% nationwide; the average price was increased from $ 999 pesos to $ 3,500 pesos and ZTE became the third place in the Mexican market