Title	SOUND OF LIGHT
Brand	HUAWEI
Product/Service	SOUND OF LIGHT
Category	B07. Use of Events & Stunts
Entrant	OGILVY GERMANY Frankfurt, GERMANY
Idea Creation	OGILVY GERMANY Frankfurt, GERMANY
Media Placement	WAVEMAKER Berlin, GERMANY
PR	GRAYLING Wien, AUSTRIA
Production	UNIT9 London, UNITED KINGDOM
Production 2	STUDIO FUNK Berlin, GERMANY
Production 3	PIRATES 'N PARADISE BERLIN, GERMANY
Additional Company	HUAWEI Warsaw, POLAND
Additional Company 2	MUSE COMMUNICTAION Berlin, GERMANY

Name	Company	Position
Dr. Stephan Vogel	Ogilvy Germany	Creative Chairman
Bjoern Bremer	Ogilvy Germany	Chief Creative Officer
Tom Berger	Ogilvy	Executive Creative Director
Stese Wagner	Ogilvy	Executive Creative Director
Florian Hucker	Ogilvy	Creative Director
Philipp Bertisch	Ogilvy	Art Director
Yifan Liu	Ogilvy	Art Director
Damian Gorecny	Ogilvy	Art Director
Holly Attrill	Ogilvy	Copywriter
Anke Roell	Ogilvy	Copywriter
Kanak Mehra	Ogilvy	Copywriter
Simon Usifo	Ogilvy	Managing Director/Head of Account Management
Frank Dittrich, Heloise Touffu, Dennis Briddigkeit, Leonie Geyer, Sophie Schmierer, Heike Meyburgh	Ogilvy	Account Management
Elena Duerl	Ogilvy	Strategy
Bianca Scheumann, Katharina Rosenkranz, Michael Cinelli	Ogilvy	PR
Georg Ilse	Ogilvy	Agency Producer
Sara Lee Rost, Martino Butti	Unit9 Films	Film Producer
Alexander Horton	Unit9 Films	Director
Kjetil Skogli	Freelancer	Aurora Chaser Director
Katja Fischer, Benjamin Kempe	Pirates'n Paradise	Edtor
Northern Lights	/	Mother Nature
Mark Sayfritz	Freelancer	Music Production
Synchron Stage Vienna (Orchestra)	Freelancer	Music Production
Marius Wiechmann	Studio Funk Berlin	Sound Engineer
James Shearman	Freelancer	Conductor and arranger
Artificial Intelligence	/	Composer
Matej Podobnik, Lizzie Wang, Conan Zhao, Milena Orlowska, Paulina Olbrys Trebicka	HUAWI	Advertiser Supervisor

Why is this work relevant for PR?

We did not a standard big launch TVC – because the new Huawei Mate 20 Pro’s technical features go beyond standards. To introduce the world’s first smarthone with Dual AI, we created a world premiere next level of live-streamed experience for ears and eyes: a spectacular hook to create and spread wow-ing PR.

Background

Situation: The global market is saturated: In summer 2018 for the first time ever, less smartphones were sold worldwide. Even worse: they do look and feel more or less the same these days. So Huawei has to raise awareness for its future technologies in a highly competitive market with much cooler and sexier brands like Apple’s iPhone. Brief: To launch the world’s first smartphone with Dual AI in 22 markets, Huawei wanted people to experience with all their senses the artificial intelligence instead of just communicating the technical features of the Mate 20 Pro.

Describe the creative idea (20% of vote)

While all super-brains, from Stephen Hawking to Bill Gates, just talk about AI, we made the world listen to it – in a "World premiere next level" (Heute.at). A spectacular hook to create a PR buzz to launch the Huawei Mate 20 Pro smartphone.

Describe the PR strategy (30% of vote)

In 2018, you don’t reach people by just telling the technical features of a mobile in traditional and expensive TVCs. In a saturated market, numbers have zero wow effect – especially to the Modern Business Elite. So to reach and impress our target audience, we had to launch the new Huawei smartphone on a new level. We created a stage – a real one in the famous Brahms Hall in Vienna – for the brand’s futuristic technology and let it demonstrate live what it can do: something no one has ever seen or heard before. An AI world premiere that stands out and creates PR buzz on its own, accompanied by teaser trailers and docu-styled video features about the whole story.

Describe the PR execution (20% of vote)

The Mate 20 Pro’s AI analyzed the Northern Lights (speed, shape, size & colour) and translated the natural phenomenon into its own symphony, which it composed after data models of the great Strauss, Smetana and Vivaldi that are known for their instrumental interpretations of nature (“The blue Danube”, “Moldau”, “Four Seasons”). “The Sound of Light” was a unique audio-visual live brand experience: performed by a large orchestra in the famous Brahms Hall (Vienna) where the greats played before, crowded with people and international reporters – 22 markets watched the live-stream event on Youtube & Facebook, the PR buzz made additionally 34 countries tuning in. During the live-stream, users commented and shared their thoughts and feelings about what AI in an outstanding smartphone can do in a new, inspiring way.

List the results (30% of vote)

“Huawei made the impossible possible” (ELLE): Our 1h brand entertainment turned a cold piece of technology into a special piece of music that touched people everywhere. 22 markets watched the live-stream event on Youtube & Facebook, the PR buzz made additionally 34 countries tuning in. During the live-stream, thousands of users commented and shared their thoughts and feelings about AI in a new, inspiring and open-minded way. The wow had such a big impact that even the non-tech press wrote about it, creating a media value of € 173 Mill. The result: Everyone raved like never before about what a new smartphone can do – in a saturated market. We inspired and activated people to create something special by using Huawei’s AI in a completely new way.