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Huawei P9 | digital campaign
Don't snap shoot
Brief
Digital awareness campaign for the launch of the Huawei P9
Roles
creative direction
development lead
Detail
Featuring dual-lens technology and co-engineered with iconic camera manufacturer Leica, the Huawei P9 smartphone offered an alternative to Apple and Samsung phones. Unfortunately, the Huawei brand was not as well known in the UK as its competitors and the superior camera technology was lost in its launch communications.
Idea
Camera and photo sharing is an integral aspect of any modern phone, with 95 million photos shared every day on Instagram alone, however, this convenience hasn’t equated to an improvement in quality photos.
The awareness campaign positioned the P9, with its Lecia lens technology, as the right choice for anyone serious about not just taking snaps but taking shots.
The phones superior lens technology was further emphasised by an ‘Ultimate photoshoot’ competition which took a shortlisted series of contestants to China to compete in taking the best photo.
Campaign case summary video
Winning competition photo by Alexandra Andreeva
Digital OOH
The custom-coded animation, developed for the online display ads, was adapted for use in larger-scale OOH placements across Europe.