Let Us Create develops integrated brand experience campaign for Huawei
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Huawei, a leading global information and communications technology (ICT) solutions provider, has unveiled its ‘Test Pilots Wanted’ UK marketing campaign, which articulates and makes visual the power and speed of Huawei’s new range of 4G smart devices.
Huawei’s P1 LTE smartphone, E589 LTE mobile Wi-Fi device and E392 LTE dongle are available now, exclusively with UK 4G network operator EE. Huawei has the most products of any brand in EE’s current 4G device range. The ‘Test Pilots Wanted’ campaign in support of these devices goes live this week in print, online and social media, and will expand in the coming weeks to include out-of-home and experiential media also.
The ‘Test Pilots Wanted’ campaign was developed by Huawei’s UK Device business, and follows on the heels of its ‘Beauty and Brains’ campaign for the original Ascend P1 handset in September, Huawei’s first significant marketing activity in the UK.
Huawei Device UK and Ireland Marketing Director Jill Styring said: “Huawei is recognised globally for its technology leadership, but it is a new brand still in the consumer market. This is changing fast, however, and the ‘Test Pilots Wanted’ campaign delivers the focus and cut-through that new brands in hugely established and competitive markets require.
“The introduction of 4G technology in the UK delivers a lightning injection of pace into UK airwaves. It is hugely exciting to be a part of this era-defining moment. For speed and performance, Huawei’s 4G devices will blow people away. This campaign perfectly captures that.”
Integrated campaign
The ‘Test Pilots Wanted’ campaign kicks off with ad placements in print and digital media. The creative comprises a series of headshots, featuring people’s faces distorted by 4G g-force as they hold Huawei’s new range of super-fast devices in their hands. The campaign calls for Test Pilots to ‘strap in’ and prepare to be blown away by the Huawei Ascend P1 LTE, with 4G connectivity and a lightning-fast 1.5GHz dual core processor.
The campaign will include experiential activity in major shopping centres in November, where Huawei will bring its Test Pilots message to the street. As well, the campaign will incorporate a heavy viral element.
Huawei is also going above-the-line with a prominent campaign in conjunction with EE, which focuses on the unique E589 mobile Wi-Fi device and the E392 dongle, which allow any Wi-Fi-enabled device to take advantage of EE’s super-fast 4G network. The Huawei E392 is a portable 4G hotspot, allowing multiple devices to enjoy 4G speeds simultaneously.
Creative execution
Huawei’s ‘Test Pilots Wanted’ campaign was developed in conjunction with London-based integrated marketing agency Let Us Create. Media placements have been handled by agency M2M.
Let Us Create creative director Lee Rooney said: “This campaign creates intrigue and excitement, and stands out in a cluttered mobile market. Not only are these arresting as images but they help convey the concept of what it feels like to be a Huawei Test Pilot – in the moment, testing the superfast dual-core performance of the Huawei Ascend P1 LTE on the new EE 4G network.”
