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  • SUB CATEGORY :
    BEST USE OF GUERILLA MARKETING
  • COMPANY ENTERING :
    DENTSU X, SINGAPORE
  • TITLE :
    HUAWEI IJACK
  • BRAND :
    HUAWEI
  • ADVERTISER :
    HUAWEI TECHNOLOGIES
  • AGENCY :
    DENTSU X SINGAPORE, SINGAPORE
  • CHIEF CREATIVE OFFICER :
    JOAO FLORES
  • EXECUTIVE CREATIVE DIRECTOR :
    JOAO FLORES
  • CREATIVE DIRECTOR :
    JOAO FLORES
  • COPYWRITER :
    EMILLIO RODRIGUES
  • ART DIRECTOR :
    CHNG WOON CHIEN
  • HUAWEI DESIGNER :
    ADONIS TOH
  • ACCOUNT DIRECTOR :
    JESSICA BEATON
  • ACCOUNT MANAGER :
    IKING UY
  • ACCOUNT EXECUTIVE :
    KONG JIN YU
  • STRATEGIC PLANNING DIRECTOR :
    JOHANAN SEN
  • STRATEGIC PLANNING MANAGER :
    SHANELLE CHONG
  • STRATEGIC PLANNER :
    IRENE SIM
  • HUAWEI PR MANAGER :
    MELANIE NG
  • AGENCY PRODUCER :
    SCOTT LEE
  • MEDIA AGENCY :
    DENTSU X SINGAPORE, SINGAPORE
  • MEDIA PLANNING DIRECTOR :
    IRENE SIM
  • MEDIA PLANNING MANAGER :
    SCOTT LEE
  • THE BRIEF :
    WE ALL KNOW IPHONE BATTERIES HAVE A SMALLER CAPACITY:
    THE IPHONE XS MAX CARRIES A 3,174 MAH BATTERY WHILE THE HUAWEI MATE 20 PRO HAS A 4,200 MAH BATTERY. AND WE KNOW VIA GMO RESEARCH THAT "BATTERY LIFE IS THE #1 FEATURE WHEN BUYING A SMARTPHONE.” PEOPLE WERE QUEUING AND CAMPING OUTSIDE THE APPLE STORE IN SINGAPORE 24 HOURS AHEAD OF THE OFFICIAL SALES - THERE WAS AN OPPORTUNITY TO ENGAGE WITH FANS IN THE QUEUE FOR A HUAWEI AMBUSH CAMPAIGN AND CAPITALIZE ON THE OPPORTUNITY, DRAW ATTENTION TO HUAWEI BUILDING BRAND AWARENESS AND GENERATE WORD OF MOUTH.
  • THE STRATEGY :
    INNOVATION IS NOT ALWAYS TECH, SOMETIMES IT’S JUST A SMILE. DURING THE LAUNCH OF THE NEW MATE20, WE WANTED TO TAKE ADVANTAGE OF THE QUEUE IN FRONT OF THE APPLE STORE. AND ELEVATE THE LEVEL OF AWARENESS AMONG NON-HUAWEI USERS WITH A GESTURE THAT WOULD RESONATE WELL WITH THEM, AND POWER BANKS WERE THE PERFECT ACCESSORY TO HELP THEM PASS TIME WHILE WAITING IN THE QUEUE.
    AND AT THE SAME TIME, DRIVING CONVERSATIONS ON ONE OF OUR KEY PRODUCT DIFFERENTIATORS SUCH AS BATTERY PERFORMANCE AND
    ALSO DRAWING ATTENTION TO OUR UPCOMING FLAGSHIP MATE 20 LAUNCH.
  • THE EXECUTION :
    WE HIJACKED FANS IN THE QUEUE WITH A FREE HUAWEI POWER BANK
    TO HELP GET THEM THROUGH THE NIGHT. WE THOUGHT IT WOULD BE A GOOD IDEA TO GIVE THEM A BOOST OF CHARM AND CHARGE. ALONG WITH
    THE POWERBANK CAME A CARD, WITH THE MESSAGE: HERE’S A POWER BANK. YOU’LL NEED IT. COURTESY OF HUAWEI. NOT ONLY WAS THE COURTESY APPRECIATED BY RIVAL FANS, IT WAS ALSO IMMEDIATELY PICKED UP AND MADE GLOBAL NEWS IN LESS THAN 48 HOURS.
  • THE RESULT :
    THE SIMPLE GESTURE OF GIVING OUT 200 POWERBANKS WORTH $70 EACH WAS IMMEDIATELY PICKED UP AND MADE GLOBAL NEWS IN 48 HOURS:
    $0 INVESTED IN MEDIA 41 COUNTRIES REACHED 5.26 BILLION MEDIA IMPRESSIONS 341K SOCIAL MEDIA SHARES 11.9 MILLION VIEWS $395 MILLION USD IN EARN MEDIA AND HAD A DIRECT IMPACT IN SINGAPORE WITH HUAWEI MARKET SHARE INCREASING BY 775% FROM AUGUST 2017 TO NOVEMBER 2018.