Brand: Huawei
Campaign: P20 Pro Launch: A Renaissance in Photography
Year: 2018
Agencies: Donor, FCB Inferno and Wavemaker
Channels: TV, Cinema, Digital, Social, OOH , Email, Retail and Print.
Brand Mission:
- To unlock the potential in everyone.
The Goal:
Position Huawei as a premium leader in smartphone photography, demonstrated by the product’s capabilities (AI and photography).
The Audience: New creators
The Idea:
When we place the most powerful creative tools in the hands of the most creatively optimistic people, we will spark a new era of creativity.
A Renaissance in Photography .
My Role:
I was the lead for the creation of the strategy and execution of this 360° campaign for the flagship product P20 Pro - shaped around consumer insight relating to product painpoints.
I managed the creation of the P20 Pro TVC localised for 10 markets, key visuals for print, OOH and retail plus social films, email campaigns and digital assets.
I also worked with the agencies on the creation of the brand guidelines.
The Result:
This proved to be Huawei’s most successful campaign launch to date driving record breaking KPI targets -achieving a 21% increase in brand consideration and 29% increase in brand preference, resulting in a 300% YOY growth in sales.
Huawei also moved to position 2 in global smartphone sales.