The "Huawei Best Wei" campaign came to life in 2015 playing on a commonly-used local expression. The campaign integrated an array of creative content, local talents, media platforms, and touch points to strengthen the brand’s local association and engagement with the target audiences. The clients also developed a series of original content to ensure that the outcome is consistent with Huawei’s image as a global brand.
This won the brand a bronze in both Excellence in brand and media strategy and a gold in the Excellence in sponsorship activities at the recently concluded Marketing Excellence Awards 2016. We sat down with Huawei Technologies Malaysia's Teoh Eu Jin, vice marketing manager of consumer Business Group to find out a little bit more on its strategy.
This post was done in conjunction with Media Prima.
A+M: Tell us a little bit about the business objective of the "Huawei Best Wei" campaign and the media strategy?
Huawei: In an overcrowded Android market where brand awareness is crucial, we wouldn’t be able to compete by only leveraging product functionality, especially when the nature of the industry today is more than just a telecoms commodity. Brands needed to stay close and connected with its audience.
As such, we applied a strategy that embraced local markets, reaching out to them through what they could relate to most – content. In Malaysia – which is one of our key markets in the Southern Pacific region – we embarked on a comprehensive brand partnership with Media Prima Television Networks to connect with consumers.
The partnership was aimed at changing the brand perception and turning Huawei into a brand that locals can truly identify with. Through the collaboration, we kicked off a brand campaign called "Huawei Best Wei" in 2015, playing on a commonly-used local expression.
A+M: Tell us a little bit about the concept and the brand strategy for the campaign.
Huawei: We kicked off by the campaign introducing a catchy slogan "Huawei Best Wei" based on a commonly slang among Malaysians - With our content partners, Media Prima Television Network, we realised that a localisation strategy was the most effective way to leave a mark and build a strong association with our audience.
A+M: Why is it important for brands to have sponsorship activations in today's market?
Huawei: Sponsorship activation is an essential tool in a campaign as it helps to increase brand awareness. By associating the brand with an event or medium that your audience views or engages positively, you are actually shaping attitudes and helping to generate a positive behaviour towards your brand.
The campaign integrated an array of creative content, local talents, media platforms, and touch points to strengthen the brand’s local association and engagement with the target audiences.
From sponsorship to creative capsules and story-driven television commercials, MediaPrima rapidly developed a series of original content to ensure that the outcome is consistent with Huawei’s image as a global brand. By also supporting the drama categories during the Anugerah Skrin 2015 broadcast on TV3, Huawei also gained eyeballs from the masses, and set the pace for future engagements.
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