Isobar kickstarts global digital launch campaign for Huawei

The agency will develop digital and social marketing campaigns for the brand throughout 2014. The agency plans to have its Shanghai and Singapore offices lead the work and bring its global network for execution.

Isobar already delivered the first branding campaign at the Consumer Electronic Show (CES) in Las Vegas in mid January, launching Huawei’s new Ascend Mate2 4G mobile phone.

Graham Kelly, the regional ECD for Isobar Asia-Pacific, said: “We’ve injected a dose of humour into the new creative work for Huawei, especially the video content. The viral video, featuring Elvis for the launch of the Ascend Mate2 at CES, attracted more than 200,000 views in less than three days after launch.”

The video is amusing but some industry folks have pointed out some difficulties with its approach. One media agency source commented to Campaign Asia-Pacific that its effectiveness “really depends on the target audience. Maybe they would like to reach a more mature target. Maybe Huawei thinks that they cannot compete with Samsung and Apple, so they’re trying to position with the silver-hair group. In terms of ad communication, I think the choice of Elvis is difficult for a young generation to understand; he died far too long ago.”

“I appreciate that they show the product reflected in sun glasses. However, I believe not everyone can understand that this guy is watching a mobile; I think people may think that it's a TV or android box. And why feature a mobile product in a home environment. The ad cannot show the basic message. Even if you are outdoors, you can get SPEED from 4G LTE.”

Isobar worked with Huawei on project basis previously and this win is its first global assignment. Jane Linbaden, CEO Isobar China, said “Huawei is one of China’s most exciting brands. They have increased their global footprint over the past few years as they continue to grow the brand internationally from China.”

Linbaden also told Campaign  that “looking at the unit volume, Samsung still commands the leading role globally, but Huawei has become a global brand with the most rating as a mobile player.”

Isobar pointed to a report published last October on asianet.com, that shows Huawei has moved into 3rd place behind Samsung and Apple. And the growth rate suggests the company has a good footing to give the other global brands serious competition.

“I think Huawei's real issue is related to its state-owned corporate structure," said another anonymous source. "Many countries including the US don't allow government agencies to buy Huawei's equipment. They are afraid that China’s government spies on the communications. I don't think the commercial solves the issue.”