How Nothing's Creative Agency Partnership is Disrupting the Tech Market in Australia & New Zealand

Consumer technology brand Nothing has appointed Do. ANZ as its creative agency for its expansion into Australia and New Zealand, marking a significant move in the APAC region.

Establishing a Disruptive Brand Presence

Nothing and DO. ANZ will focus on establishing the brand and supporting continued growth across APAC. Nothing aims to challenge category leaders like Apple and Samsung with a different approach to product design, brand, and community.

DO. ANZ partner & managing director Paul Coles emphasized that the technology market is not short on technology, but short on imagination. "That's where Nothing comes in and becomes a true disruptor," Coles told AdNews. "How the brand turns up in market is a really refreshing, disrupted take on consumer tech, and it's been really successful."

Building on a Global Success Story

Nothing was established in 2021 as a consumer technology business. The brand now has millions of devices shipped, more than $1 billion lifetime sales, and a $1.3 billion valuation. Nothing country lead ANZ, Guy Cook noted that The Do. Agency aligns with how Nothing wants to communicate and drive the overall marketing piece through the Australian market.

"Nothing was established in 2021 and resonated well with Gen Z and millennials," Cook said. "It's because of our design transparency, but also how we can interact with our community. That's the biggest piece that no one else has leveraged in the market."

Launch Strategy and Creative Execution

Nothing will have a product launch on March 11, which will be the first work in collaboration with DO. The aim is to start small on advertising, executing high-level creative campaigns and DOOH/OOH work as the brand grows in Australia.

"DO. have produced some really good creative and opportunities for us to engage with our community," said Cook. "This will later lead to the DOOH and OOH experiences and the social side of things."

Measuring Marketing Success

To ensure marketing success, Coles said the team will look at traditional performance metrics of a new brand in market: awareness, consideration, sales, and share. "Building the brand, we need to make sure we're looking into consideration and awareness," he said.

The team will also look at cultural metrics: "Measurement of community engagement and advocacy, and earned media and organic reach is really key. We don't plan on throwing all our money down media spend, because that's not how this brand has been built globally, and where the success has been in other markets."

Coles emphasized: "If they're not talking about our brand outside us paying for media, then we haven't really designed and built a cultural brand, but it's going to be key metrics of success for us."