SUSTAIN

ClientHUAWEI
Category A04. Consumer Durables
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 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.