| Title | SUSTAIN |
| Brand | HUAWEI |
| Product/Service | P20 |
| Category |
E03. Innovative Use of Social or Community |
|
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
| 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 Bresselleers |
Media Monks |
Senior Producer |
| Paterno Oodong |
Wavemaker |
Activation Partner |
| Richard Stowey |
Poke |
Delivery Manager |
| Alessandro Benedetti |
Poke |
Producer |
| Marvin Engel |
Poke |
Project Management |
Background
Following the launch of its latest flagship phone, Huawei wanted to sustain interest with a social campaign that would engage Europe’s photo-loving community.
The trouble was that Huawei was a relatively unknown brand, and Apple’s iPhone owned smartphone photography following its incredible ‘Shot on an iPhone’ campaign.
So we sought to demonstrate to our audience that the Artificial Intelligence that powers the Huawei P20 Pro is superior to the smartphone they currently shoot on.
Describe the strategy
We couldn‘t get a P20 Pro into everyone‘s hands, so we demonstrated 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.
We then teamed up with 63 influencers across 10 markets across Europe who participated themselves and invited their audiences to take part too, while a targeted media buy placed ads inviting participation in people’s Instagram and Facebook feeds.
We set 5 challenges over an 8 week period through July and August 2018 to maintain presence and sustain interest.
Through our direct comms, influencers and our Facebook chatbot, we created 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
• 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.