This campaign consolidates ACCIONA Cultural Engineering as a leader in 360º marketing, a strategy based on creativity and the use of new technologies.

ACCIONA Cultural Engineering has been selected by technology giant Xiaomi to carry out the launch campaign in Spain for its latest flagship, the new Mi 11 device.

The planned activities for the campaign have been designed with a 360° integrated marketing approach. They include a virtual presentation of the new phone available on streaming, a video piece starring Spanish actor Miguel Ángel Silvestre, outdoor advertising, canvases and interactive activities.

The campaign is inspired by one of the Mi 11 device’s main new features, improved image recording quality in dimly lit and night-time settings. For this purpose, ACCIONA Cultural Engineering has designed the launch campaign around the concept #InspiradoEnLaNoche (Inspired by the Night).

One of the central pieces of the overall campaign is a video piece starring Miguel Ángel Silvestre, which will be aired from today on Xiaomi’s social media sites. The piece has been conceived as a short film in which the actor shows what he misses most about nightlife and nocturnal atmospheres.

The piece was directed by Martina Hache, one of the most promising filmmakers and photographers in Spain today.
The campaign also includes outdoor advertising with dynamic billboards and a canvas, which will also feature Miguel Ángel Silvestre.

Finally, ACCIONA Cultural Engineering has also created a contest for the launch of the Mi 11, in which Xiaomi will encourage the public to reveal what they miss most about pre-pandemic nighttime experiences. The winning stories will then be filmed with a Mi 11 phone.

360º MARKETING
This campaign consolidates ACCIONA Cultural Engineering as a leader in 360º marketing, a strategy based on creativity and the use of new technologies.

This Xiaomi Mi 11 campaign has been designed following a “branded content” approach, focusing on nighttime imagery and cinematographic influences. The aim is to create attractive publicity pieces that generate public interest for their intrinsic artistic value beyond the product itself.

SUSTAINABILITY
ACCIONA Cultural Engineering contributes to the fight against climate change and to its clients’ sustainability commitments. The group’s business activities are all carbon neutral and the company operates under the most demanding environmental standards, as certified by ISO 20121, which accredits the sustainable management of all ACCIONA Cultural Engineering events.

The company is committed to the concept of “Cultural Engineering”, a concept that involves combining the newest visual and sensory technologies with historical heritage and traditions.