Title | SUSTAIN |
Brand | HUAWEI |
Product/Service | P20 |
Category |
A04. Consumer Durables |
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 digital campaign across Europe that would establish its credentials as the world’s most sophisticated camera phone powered by Artificial Intelligence.
The trouble was 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 break down the barriers between consumers and AI, and show photo-lovers that Huawei’s new AI phone has the power to improve their photography.
Describe the strategy
The question we asked ourselves is, how can we get people to experience the power of our AI when they have a competitor phone in their hands?
Our idea was to host a photo competition, and use the Huawei P20 Pro’s AI to judge it.
We put the Huawei P20 Pro‘s AI into our audience’s hands - allowing them to interact
with it directly on their current phones. They experienced the power of AI by letting it
judge their best photos 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 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 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.
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.