After winning Huawei’s AOR digital business in Q4 last year, Saatchi & Saatchi China has created the first piece of brand communication around the theme 'Make dreams possible', by creating a series of viral online videos on Facebook and social media to strengthen its brand in the global market.
Jason Cheng, Greater China MD of Saatchi Labs, told Campaign Asia-Pacific that as Huawei moves into global markets such as the US, Europe and Asia, using traditional advertising media for its product launches is inconvenient and costly, while viral online videos are more effective and can sustain the stickiness of a campaign.
Cheng said most online videos are either just adaptations of TVCs or very amateur in quality. "We, however, use a combination of broadcast-quality videos to project trendy and colourful mobiles with high-end to mid-range price tags in order to engage and attract the mobile internet-savvy younger generation across the globe—Huawei's core audience," he said.
Cheng reported that within five months, the number of Huawei's Facebook fans jumped from 60,000 to over 300,000, particularly in second-tier developing markets such as Eastern Europe and Dubai.
The agency sent a team to Barcelona for the Huawei Mobile World Congress exhibition in late February, and did Facebook live-blogging for the press conference to announce the 'Make it possible' theme and Huawei's latest smartphone model, the Huawei Ascend P2.
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