Malaysian Media Awards Winners Showcase

2017 | |

Taking Down the Goliaths

Advertiser: Huawei Technologies (M) Sdn Bhd
Brand: Huawei
Creative Agency: -
Credits: -

The Challenge
In the world of smartphones, one would either choose an Apple or Samsung. But now Huawei can finally shake status quo. In partnership with Leica, the RollsRoyce of cameras, we now have HuaweiP9. With huge ambitions, our task was to beat Apple.

Insight, Strategy and the Idea
Today, we are trapped by our devices. Our whole life story can be told from our smartphones. And everyone wants to tell a good story because it is their story, their world and their lives. As visual storytellers, we want the best to narrate our photographic life stories. Our strategy was to claim market leadership position where each piece of work must be masterfully crafted to evoke superiority, accentuates the exclusive features and to strongly claim authority. We expounded Leica’s strengths in our #OO Art Redefined campaign, turning every photo opportunity into a masterful stroke of art. Each material comes complete with #OO HuaweiP9’s watermark as a stamp of approval.

Media Execution
A star studded global launch kicked off the campaign on TV and press featured ScarlettJohansson and HenryCavill, creating a halo premium effect. It was supplemented with editorial across major press titles. Then, local partnerships pushed the envelope by creating content with:- 1. MediaPrima and local celebrities to co create TV capsules showcasing their inspiring creations. With “How To” spots, P9’s key features were fabulously brought to light. 2. We engaged KOLs and social influencers to create their own art with P9 to create an inspiring gallery for #OO. We further invited public participation by creating a smartphone photography contest with different themes; from portraits to landscape, from colour to monochrome. Leading the contest with P9 sample photos, we created awe, inspiration and sharing through the quality of these photos in various compositions. 3. Merdeka celebrations served as another great opportunity for us to team up with popular Instagrammers and MediaPrima in bringing topical and current content onto Social and TV. We captured the diverse beauty of Malaysia and made it a trending topic. 4. Further authority was achieved when we partnered local celebrity photographers and KOLs, giving them a freehand to express their own styles and passion. We spread the content via fashion lifestyle magazines and social media. 5. To reward mobile owners, we partnered with Telco and Leica to conduct P9 photography workshop, educating them how to shoot like a professional; using their photos as conversations, we converted owners to become influencers for them to share their experiences. All content carried the #OO HuaweiP9 watermark. This immersive campaign was complemented with Paid social on Facebook and Instagram, educating consumers through a series of mini photography tutorials.

Results and Effectiveness
Overall HuaweiP9 campaign achieved – 87% brand awareness – 80% brand consideration – Drove 3,952,843 impressions, 6,358 participation, 71,252 conversations – Weekly product mentions increased by 10x times 80% of Huawei’s profits were contributed by P9. We captured 40% market share of premium smartphones. We took a big bite from Apple! Huawei’s market share grew at Apple’s expense. [May to September: Huawei 7.9% to 10.7%; Apple 4.7% to 2.5%]