The Chinese mobile phone brand is the 7th leading phone vendor in the world. With 50.4 million phones sold worldwide in 2014 they outsold Sony and TLC/Alcatel*.

In 2015 Coolpad was looking for an agency to devise a Communication Strategy + Brand & Product creative for their upcoming European-wide campaign.

*source: TrendForce, Smartphones

The goal of the campaign was to position Coolpad as a premium quality, value for money product line. 

After winning the pitch, our focus was on developing the strategy + creative concepts designed for OOH, Print, TVC and Digital.

Cool at first touch

The campaign tagline "Cool at first touch” is a wordplay on the phrase ‘Love at first sight’. It implies an immediate sense of familiarity with the Coolpad brand.

A mobile phone is much more than just a communication device. We use it to improve our everyday life, share experiences, create memories and live out our dreams. For better or worse, the device has become an inextricable part of who we are.

With the Coolpad phone, one touch is enough to get sucked into a dazzling user experience. It’s like second nature - cool at first touch.