SUSTAIN

Short List
ClientHUAWEI
Category C03. Use of Social Platforms
TitleSUSTAIN
Product/ServiceP20
Entrant FCB INFERNO London, UNITED KINGDOM
Idea Creation FCB INFERNO London, UNITED KINGDOM
Media Placement WAVEMAKER London, UNITED KINGDOM
Production CREATION London, UNITED KINGDOM
Production 2 UNIT London, UNITED KINGDOM
Additional Company PROMO VERITAS Pinner, UNITED KINGDOM
Additional Company 2 POKE London, UNITED KINGDOM
Additional Company 3 CRISP THINKING London, UNITED KINGDOM
Additional Company 4 NDL GROUP London, UNITED KINGDOM
Additional Company 5 ROGUES ARTIST MANAGEMENT London, UNITED KINGDOM
Credits
Name Company Position
Owen Lee FCB Inferno CCO
Martin McAllister FCB Inferno Creative Director
Jono Owens FCB Inferno Senior Art Director
Kris Wheater FCB Inferno Senior Copy Writer
Hollie Loxley FCB Inferno Managing Partner
Kirsten Barnes FCB Inferno Senior Account Director
Hannah Thorn FCB Inferno Account Director
Mike Jenkins FCB Inferno Head of Digital Delivery
Bridie Scriven FCB Inferno Senior Project Manager
Livvy Tidd FCB Inferno Project Manager
Emily Wiles FCB Inferno Account Executive
Alison Cooper FCB Inferno Producer
Marcus Richardson FCB Inferno Strategy Director
CC Clark FCB Inferno Director of PR & Comms
Richard Bagley FCB Inferno Artworker
Steve Clark FCB Inferno Artworker
Andrew Garrihy Huawei Chief Marketing Officer, Western Europe
Avikar Jolly Huawei Marketing Director Western Europe
Louise Forbes Huawei Campaign Director Western Europe
Chris Howett Huawei Digital Marketing Director
Yentl Bresseleers MediaMonks Senior Producer
Paterno Oodong Wavemaker Activation Partner
Richard Stowey Poke Delivery Manager
Alessandro Benedetti Poke Producer
Marvin Engel Poke Project Management

Why is this work relevant for Direct?

As a relatively unknown brand in the premium smartphone space, Huawei wanted to begin a relationship with photography lovers across Europe with a mass consumer participation campaign that would go further than simply creating awareness. Huawei needed data and permission to talk directly to its audience in the future.

Background

Huawei had just launched it’s P20 Pro, a smartphone powered by Artificial Intelligence and packed full of innovation into a category that was beginning to lack any. The mass majority of consumers only upgrade their phones when they come to the end of their mobile contract, so we wanted a campaign that would sustain interest over many months and prove the benefits of AI in mobile photography. The trouble for Huawei was that Apple’s iPhone owned smartphone photography following its incredible ‘Shot on an iPhone’ campaign. So we needed to disrupt our audience and start a meaningful relationship.

Describe the creative idea

The World’s first photography competition judged by a phone. The war in smartphones is fought in photography, dominated by bigger brands. So, to get the AI-powered Huawei P20 Pro noticed by our photo-loving audience we decided not show a single one of its photos, we got it to judge everyone else’s instead.

Describe the strategy

Rather than persuade the audience to pick up a P20 Pro, we allowed them to experience its superiority through their current smartphones – inviting them to get their best photos judged by the P20 Pro’s AI through social media, for the chance to win a P20 photography masterclass in Florence.

Describe the execution

Using 4 million professional images we trained the P20 Pro’s AI to judge the beauty of any photo. We then needed a way to deliver the campaign at scale to our audience, allowing individual image rating, moderating and responses in real time. So we created a Chatbot delivered through Facebook Messenger allowing the AI to speak for itself, offer advice, walk people through how to enter, and to share their results. To target Europe’s photo-loving community, we teamed up with 63 influencers across 10 markets who participated themselves and invited their audiences to take part too, while targeted ads were placed in people’s Instagram and Facebook feeds. Through our chatbot, influencers and direct comms, we set 5 challenges over an 8 week period through July and August 2018 and sustained interest – creating an ongoing relationship with a new, warm community.

List the results

The campaign achieved the following: • 1.23M entries - world‘s largest photo competition • 2,600% above target KPI • 353,659 email addresses captured • 335,568 organic shares • 179M impressions • During the campaign period, Huawei overtook Apple in smartphone shipments to become the second largest manufacturer with 16% global market share.