SUSTAIN

ClientHUAWEI
Category E03. Innovative Use of Social or Community
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 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.