| Title | THE PERCENT DONOR |
| Brand | HUAWEI |
| Product/Service | MATE 9 |
| Category |
C02. Brand Experience: Digital & Social |
|
Entrant
|
BUZZMAN Paris, FRANCE
|
|
Idea Creation
|
BUZZMAN Paris, FRANCE
|
|
Idea Creation 2
|
PRODUCTMAN Paris, FRANCE
|
|
Production
|
BUZZMAN Paris, FRANCE
|
|
Production 2
|
BOLLYWOOD Paris, FRANCE
|
|
Production 3
|
NEUVIÈME PAGE Paris, FRANCE
|
|
Production 4
|
PRODUCTMAN Paris, FRANCE
|
|
Production 5
|
L'ATELIER DU CâBLE Paris, FRANCE
|
Credits
| Vincent Vantilcke |
HUAWEI |
Marketing Director |
| Benjamin Mercadier |
HUAWEI |
Head of Digital & Media |
| Luisa Billamboz |
HUAWEI |
Digital Marketing Manager |
| Angeline Poupin |
HUAWEI |
PR Manager |
| Georges Mohammed-Chérif |
BUZZMAN |
President and Executive Creative Director |
| Thomas Granger |
BUZZMAN |
Vice-President |
| Julien Levilain |
BUZZMAN |
Managing Director |
| Julie Greffier |
BUZZMAN |
Artistic Director |
| Bastien Bouchard |
BUZZMAN |
Copywriter |
| Julien Scaglione |
BUZZMAN |
Head of Social Media |
| Noémie Gmür |
BUZZMAN |
Social Media Manager |
| Edith Chapin |
BUZZMAN |
Head of Account |
| Clément Chagnaud |
BUZZMAN |
Account Manager |
| Émilie Lepot |
BUZZMAN |
Head of TV |
| Assya Mediouni |
BUZZMAN |
TV Production |
| Saveria Besset |
Buzzman |
Assistant TV Production |
| Bollywood /Jan Boon |
Bollywood |
Production company / Director |
| Benjamin Bouhana |
Benjamin Bouhana |
Director |
| Bérengère Roques |
Bérengère Roques |
Producer |
| Samir Semaoune |
Samir Semaoune |
Digital Producer |
| Soufiane Lahlou |
Soufiane Lahlou |
Digital Producer Assistant |
| Neuvième Page |
Neuvième Page |
Digital Studio |
| Amélie Juillet / Kenza Bennani |
BUZZMAN |
Head of PR & Communication / PR Assistant |
| Calypso Asline |
BUZZMAN |
PR & Communication Manager |
| Georges Mohammed-Chérif |
PRODUCTMAN |
CEO / COO |
| Thomas Granger |
PRODUCTMAN |
Vice - President |
| François Phan |
BUZZMAN |
Head of Digital & Innovation |
| SEED-UP |
SEED-UP |
Product Innovation |
| L’Atelier du Câble |
L’Atelier du Câble |
Manufacture |
The Campaign
The Huawei Mate 9 has the longest battery life on the market. Unfortunately though, not everyone owns this smartphone. That’s why we’ve all at least once experienced this situation when you ran out of battery while being on an important call. This is the insight we’ve illustrated in our commercial. However, this situation could be avoided if the Mate 9’s owners were able to give some of their battery to those in need, just like organ donors do to save lives. That’s why we’ve invented a cable that gives the ability for these people to give some of their battery to the Apple and Samsung smartphones possessors. The wire has 4 different plugs to adapt to all types of phones and can recharge up to 4 devices simultaneously. Thus, we turned our customers into brand ambassadors.
Creative Execution
The campaign was divided into two parts. First, to trigger people’s engagement and create tension, we started with a teaser film on Facebook telling the terrible experience of a young man whose girlfriend had broken up with him because he had ran out of battery while being on the phone with her, thus generating a misunderstanding between them. Then, a few days later, we revealed our innovation, the « donor’s cable », to the people who had been exposed to the first video. Moreover, all the people who decided to buy a Mate 9 after that were given a cable in order to demonstrate to their friends and relatives the power of the its battery.
Overall, over 10M people were reached by our campaign and our video was seen by 6M people. Moreover, 10,000 cables were handed out and over 15,000 battery breakdown stories were shared on Twitter. But what’s most impressive is the fact that the « donors’ community » still exists and keeps on growing almost one year after the launch of the campaign
The Percent Donor campaign allowed Huawei to showcase the superiority of the Huawei Mate 9's battery life by reinventing comparative advertising. Based on the insight that we’ve all ran out once of battery in the middle of a phone call, we invented the first cable that enables Huwai Mate 9’s owner to give some of their battery to any other smartphone owner. To promote this innnovation, we launched a video on social media which generated a lot of reactions. Indeed, over 15,000 people have shared a battery breakdown experience on Twitter.
When it comes to smartphones, as almost everywhere in the world, French consumers' are only considering Apple and Samsung. A perception problem that Huawei is struggling with since its launch five years ago. Our objective was to change this perception by finding an interesting way to compare the Mate 9 battery life to that of the big ones. The problem was that we had lower media investment compared to them. Therefore, our strategy was to broadcast a commercial based on a strong insight in order to make it viral and generate as much earned media as possible. On top of that, we had a productising strategy with the cable we’ve developped which generated a lot of PR and turned our clients into product demonstrators. As a result, our video was viewed by over 6M people and more than 10,000 cables were built.