Huawei: Winning over the premium smartphone consumers in Malaysia

Arindam Chatterjee

Chinese brand Huawei used a multichannel approach to launch its dual-lens P9 handset in Malaysia and beat Apple in the process.

Campaign details

Brand: HuaweiBrand owner: Huawei Technologies Co. Ltd.Lead agency: Ogilvy & Mather Advertising, Ogilvy & Mather Public RelationsContributing agencies: Vizeum, IxelCountry: MalaysiaIndustries: Mobile devicesMedia channels: Content marketing, Events & experiential, Magazines - consumer, Newspapers, Online display, Outdoor, out-of-home, Point-of-purchase, in-store, Radio, Search marketing, Social media, TelevisionBudget: 1 - 3 million

Executive summary

This is the story of David and Goliath, retold. A story of how Huawei, once perceived as a Chinese value brand, beat Apple in premium phone sales with its P9 smartphone in Malaysia.

Huawei challenged...

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