Brand: Huawei
Campaign: Mate 10 Pro Launch
Year: 2017
Agency: Donor
Channels: TV, Cinema, Digital, Social, OOH and Print.
The Goal:
To launch a campaign in 10 markets in Western Europe, to introduce the first smartphone with built in AI.
The Campaign:
Ahead of the launch, a smaller teaser campaign DON’T FOLLOW. LEAD ran in disruptive online, print and and OOH formats to spark conversation and generate curiosity about the launch.
The launch campaign ran alongside the influencer campaign: I Am What I do, with this avenue focusing on driving brand awareness, brand love and features around the phone.
My Role:
From the agency pitch and briefing process, through to the execution, localisation and delivery of this fantastic campaign.
I managed the full 360° campaign including key visuals for print and OOH, the creation of the beautiful TVC which ran on TV, in cinema and in digital in Western Europe
The Result:
The Mate 10 Pro campaign surpassed all target KPIs. It launched alongside the Influencer campaign I Am What I do, and together achieved a 117% increased in awareness of the Mate 10 Pro and a 150% increase in consideration for the Huawei brand.
A total of 187 pieces of content were produced across these campaigns achieving over 8 million views online alone.