Huawei Australia rolls out its first above the line campaign

The smartphone maker has collaborated with agencies Arnold Furnace, OMD and Burson-Marsteller to kick off the campaign by launching a social media competition 'Found Phones'. The company says this is a treasure-hunt style contest where consumers solve daily clues posted on the recently launched Huawei Mobile Facebook page.  At least one Huawei IDEOS X1 Android Smartphone will be given away in Sydney and Melbourne every working day throughout the month, as well as in a daily prize draw on the Facebook page.

The competition is supported by an integrated PR strategy, as well as a three-month digital and out- of-home advertising campaign that will roll out from July 25. 

Huawei also recently launched its Australian website which has been produced using parallax background animation, HTML5 and CSS3 animation.

“Huawei Australia's first ATL campaign is not only a measure of our drive to become a household name in Australia, synonymous for affordable innovation, but also our desire to invest in the brand and tell our own story," explained Mark Treadwell, head of marketing, Huawei Devices Australia.

Paul Fenton, joint national creative director at Arnold Furnace commented, “In every piece of communication for this campaign, the aim has been to be as bold as possible and keep the products front and centre and we wanted to establish simple, fun and honest advertising for the brand from the get go.”