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Phone brand Realme has enlisted the backing of Singapore photographer Demond Lee as it launches into the local market with a campaign called ‘#AllYouNeed’.

The marketing push will position the brand as the ideal phone for “everyday life”.

Realme claimed the camera has the highest resolution of any smartphone on the market. Lee, known for street-style photography, will become its brand ambassador, with a series of photos taken on the phone hosted on social media.

One of Desmond Lee’s photos taken with the realme smartphone

Realme Southeast Asia senior product manager, Jessica Lv, said: “The Realme XT was created to be the perfect day-to-day companion.

“We wanted to focus on the features that would matter to our users, which is why you’ll see we have an amazing camera that shoots ultra-clear photos, as well as powerful fast-charging technology. In short, you have the only smartphone you need for everyday life.”

Elaborating on the campaign, Realme South East Asia marketing director Sherry Dong said: “In Singapore, we worked with local photographer Desmond’s Lee to create a photo series that highlights the realme XT’s various features.  The photo series is available to view on the Instagram pages of Realme and Desmond Lee.

“We will also be working with Desmond to recruit participants for the Realme XT consumer trial, where they will be encouraged to share their own photography content taken with the phone. The aim of the consumer trial is to get the Realme XT in the hands of our target audience so that they can test the features of the phone for themselves.

“The #AllYouNeed campaign will be executed across both media and social channels and we are encouraging Singaporeans to post their own Realme photos, and to enter our global #shotonrealme photo contest.”

Realme has been working with PR firm Baldwin Boyle Shand to conceptualise the #AllYouNeed campaign, as well as for ongoing PR and engagement with Desmond Lee. Media is being handled by PHD. A promotion in India saw Realme India CEO Madhav Seth conquer his fear of heights and go skydiving after the phone crossed a sales benchmark.

The post Realme smartphone tells Singaporeans it’s ‘All You Need’ in launch campaign appeared first on Mumbrella Asia.