Advertiser: Huawei Technologies (M) Sdn Bhd Brand: Huawei Creative Agency: - Credits: -
Huawei’s flagship P-Series has consistently received positive reviews for its mobile photography capabilities and rich features. Being the flagship model it contested with the recently launched Samsung S8 in Malaysia. With only 15% Share of Spends, we were tasked to maintain brand buzz and build purchase intent for the Huawei.
Insight, Strategy and the Idea
We understood that post a big launch from Samsung and Apples, consumers start reading about the new phone, visit showrooms and try the new phones out. They have a strong intent to change to a new handset, however not many consumers went beyond Samsung and Apple in their consideration. Media agency recommended that if we couldn’t get consumers into the showrooms, then let’s take the showroom to the consumers. We partnered with Astro’s award show, Anugerah Meletop Era (AME) and famous host, Nabil and reinvented a typical event sponsorship with a unique partnership.
During the award show, we ensured that HuaweiP10 was featured both on-screen and prominently used by the awards anchor Nabil. We partnered Nabil to showcase various product features and specifically it’s camera capabilities during different segments of the show. We further extended our TV presence through AME tie-up with Nabil, as he continued showcasing and reinforced product features on his Meletop talkshow. The sponsorship was designed to give users full details of HuaweiP10. That’s how we brought Huawei showroom complete with the glitz and glamour of an award and famous host Nabil as the brand advocate right into their rooms.
Results and Effectiveness
Google Trends showed HuaweiP10 search intent improved on the airdate with HuaweiP10 @47 points and SamsungS8 @14 points. Google Trends search intent for HuaweiP10 continued to sustain with a higher search index than Samsung S8. Sales grew by 41% (YOY), selling 200,000 units in 75 days from launch.