Customers' Desires Led to the Creation of a Phones Emitting Glow in the Dark Light
Customers' Desires Led to the Creation of a Phones Emitting Glow in the Dark Light
Nothing took the concept of community engagement in its brand marketing to a whole new level by encouraging its global followers to jointly create a new variant of its renowned flagship Device (2a) Plus. Over 900 submissions poured in from 47 different countries, and the winners were five lucky individuals who got to collaborate with the company to bring their ideas to life. The result was a phone that glowed in the dark.
This was Nothing's inaugural Community Edition Project, and it extended beyond just hardware modifications. Contributions were sought from all aspects, including software, packaging, and marketing. After the co-creation process, only these areas experienced changes. The specifications and features of this edition remained identical to the original one, released in July 2024. Nothing takes pride in genuinely valuing community input, as evident from its claim, "Community is a concept other brands often talk about, but Nothing breathes life into it through product launches."
The co-created edition of Nothing's flagship device retained its unique character, evident in the original model. The transparent enclosure enabling users to view the phone's internal components, from the ribbons to the screws, and the three glyph lights illuminating the rear surface were consistent features. However, a novel phosphorescent interface subtly accentuated the back with a soft, dim glow. After experimenting with various materials and colors, the designers selected phosphorescent green-tinted material to fulfill the winners' request for a glow-in-the-dark phone.
In terms of software, the winning ideas spawned a "Connected Collection" of six AI-driven wallpapers, accompanied by some digital designs.
There's a touch of glow-in-the-dark magic in the new packaging design as well. The design incorporates reflective elements to complement the phone's new appearance. The promotional campaign for this edition also boosts the winning ideas, featuring a persuasive slogan, "Find your light. Capture your light," with an emphasis on unearthing one's inner strength.
The Phone (2a) Plus Community Edition will be accessible for purchase across all markets starting November 12 at nothing.tech for approximately $519 (converted from £399). The edition boasts a limited stock of 1,000 units, so act fast to secure your piece.
It appears Nothing is strongly committed to making its community a vital part of its design process. This was its most extensive community project so far, and it's currently working on jointly developing software and content. In 2022, it also introduced a new role, Community Board Observer, responsible for advocating for consumer wishes at the level of the Board of Directors meetings.
The success of Nothing's Community Edition Project has underscored the company's belief in the future of tech, where community involvement is integral to product development. This belief is further solidified by their ongoing efforts to jointly develop software and content with their community.
As the tech landscape evolves, Nothing continues to innovate by integrating community suggestions into their product offerings, such as the Phosphorescent Interface in the Phone (2a) Plus Community Edition.