Advertiser: Huawei Technologies (Malaysia) Sdn Bhd Brand: Huawei Creative Agency: - Credits: -
“What mobile phone brand comes to mind?” Samsung or iPhone dominates. Huawei suffers from a mere 49% Awareness and 7% Brand Consideration. How do we take Huawei from a global Chinese company to a brand Malays can truly identify with?
Insight, Strategy and the Idea
To Malays, our biggest barrier is Huawei name itself – typical Chinese name that Malays cannot identify with. We need to break the barrier and make Huawei likeable at the same time. We know they are most comfortable and accepting of local content. To speak with them, we need to build local content for them. Further insight tells us the use of local slang resonates with them. Together with MediaPrima, we found a popular local slang – “wei” and built it into our campaign fondly coined “Huawei Best Wei!”
With MediaPrima, we developed original content for Huawei and brought to live through Television. The partnership also gave us access to top Malay celebrities to immediately propel our brand visibility and talkability. We kicked the campaign off on the night of Anugerah Skrin award show. The hosts read their scripts from Huawei tablets, took selfies on stage and on the red carpet with Huawei devices. A storyline driven commercial inspired by drama, love and anticipation over Huawei ‘MateS’ smartphone featured Siti Saleha and Syarul Ridzwan increased desirability for Huawei. A series of ‘Huawei Best Wei!’ branded capsules borrowed familiar Malaysians instances and expressions making this entire narration distinctive. The ‘Huawei Best Wei!’ music score recorded with Bunkface was turned to a music video, enjoyed high airtime and raised a new form of brand interaction.
Results and Effectiveness
Based on Nielsen brand awareness study, we grew:- Brand awareness +33% Brand consideration +100% Purchase intention +26% Advertisement awareness +82% We warmed and won Malaysian hearts wei!