Smartphone brand realme debuts in SG with local photographer as ambassador

Smartphone brand realme named Singaporean photographer Desmond Lee as the ambassador of its launch campaign, #AllYouNeed. The foray into Singapore expands the company's global presence in over 18 countries, including?Malaysia, Indonesia,?Thailand, and Vietnam.

In a statement to Marketing, a realme spokesperson said Lee, who is best known for his street-style photography, will play a key role in the #AllYouNeed campaign. He will be creating a photo series showcasing Singapore's skylines using the company's flagship phone in Singapore, realme XT. The photo series is available for viewing on Lee?s and realme's official Instagram pages. Realme will also be working with Lee to recruit participants for the realme XT consumer trial, where participants will be encouraged to share their own photography content taken with the phone.

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The #AllYouNeed campaign is running from 7 November to February 2020 across both media and social channels. The brand is working with Baldwin Boyle Shand to conceptualise the #AllYouNeed campaign and public relations as well?as PHD for media buys. The campaign comes shortly after realme launched its Lazada store in October.

Sherry Dong, realme's marketing director for Southeast Asia, told Marketing that?the Singapore smartphone market presents unique challenges, with plenty of options for consumers and a "highly tech savvy" audience. She said: "We want to become in a leader in lifestyle technology for Singaporeans and we?ll do this through developing and introducing a range of products, from smartphones and other connected devices to power banks, that focus on what consumers in Singapore want."

The #AllYouNeed campaign aims to shine the spotlight on?realme XT's innovative features such as its high resolution camera and flash charging technology. "We want to appeal to Singaporeans who are looking for something different and outside of existing offerings in-market,? explained Dong.

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