Matthew Miller
Feb 22, 2012

Huawei Mobile launches skateboard-event sponsorship, live streaming

SYDNEY - Working with agency Arnold Furnace, the Australian arm of Chinese handset brand Huawei is sponsoring the 2012 Vans Bowl-a-Rama, a skateboarding event taking place 25 February at Syndey's Bondi Beach.

Huawei Mobile launches skateboard-event sponsorship, live streaming

The event is billed as the biggest professional "concrete" event in the Southern Hemisphere and features $85,000 in prize money. Major elements of the sponsorship effort include a live webcast of the professional competition, a party offering fans a chance to get a custom T-shirt printed with designs by "street and skate artists" from around the world, mobile phone displays, and a mobile-phone charging station embedded in a scooter.

Huawei's devices business (the company also provides telecom infrastructure equipment and enterprise products) launched its own brand in Australia in 2011 after years as a white-label provider to wireless operators.

Huawei lets each market operate independently in terms of marketing and promotion. In Australia, that means targeting young consumers with a focus on the social-sharing abilities of its phones and the slogan, 'Let's simply share', according to spokesman Luke Coleman. The brand doesn't try to compete with the highest-tech phones, but instead aims for providing affordable technology that's easy to use.

Sponsorship of events such as the Bowl-a-Rama and a recently announced plan to help bring Coldplay to Australia—with live webcasts of the band's performances through a virtual handset on the Hauwei website—fit perfectly with that strategy, Coleman said. "While I can't give away details, you can certainly expect to see more campaigns that are similar to this throughout 2012," he added.

Campaign Jobs

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
Digital spending in Japan breaks 1 trillion yen: Dentsu
Premium
7 hours ago

Digital spending in Japan breaks 1 trillion yen: Dentsu

The company's annual advertising expenditures report shows the total pie grew for a fifth consecutive year, but concerns over global instability led to lower figures than expected.

Premium
Hyatt uses Oscars stage to launch campaign on understanding
Premium
7 hours ago

Hyatt uses Oscars stage to launch campaign on ...

Global campaign targets China and India as well as US.

Premium
Fusing science and comms to create new markets at DSM
Premium
8 hours ago

Fusing science and comms to create new markets at DSM

Angelique Paulussen talks about the joys and challenges of 'issues marketing', and heading comms for an under-the-radar brand aiming for nothing less than changing the world.

Premium
Raising the stakes in fighting fakes
Premium
8 hours ago

Raising the stakes in fighting fakes

As China strives to shake off its reputation as the counterfeit capital of the world, brands and retailers are turning to technology to combat the copycats.