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Huawei punches above its weight with Rex Tso

Huawei, the Chinese telecommunications and appliance maker, is hoping to shed its “made in China” image and is using a new phone launch to aid this process.

In a move to promote Huawei Honor 6 Plus, its latest smartphone device that competes directly with Apple’s iPhone 6 Plus, Huawei has today unveiled a social media-led campaign with a 30-second video starring professional boxer Rex Tso (曹星如).

Co-developed by A.LOUD Asia Communications and Madcradle Online, the campaign turns to sport professionals to mirror the “fighting spirit” in this latest “Honor” smartphone line.

“Huawei Honor 6 Plus is a mobile device that targets young consumers. Tso is the perfect ambassador for us as we always look for people who are up for challenges, who actively pursue their dreams, and who believe hard work makes their dreams come true,” Wai Loi, senior marketing manager, Terminal Business, Hong Kong Representative Office at Huawei, told Marketing.

“Originated as a telecommunications company, we are now focusing on developing e-commerce to appeal to talented youth such as young white-collars, blue-collars and students.”

The campaign is launched primarily for Facebook and YouTube, supplemented by print execution. Media buying is managed by MediaCom and Madcradle Online.

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