Campaign details

Brand: Huawei Mobile
Agency: Ogilvy

Summary

Huawei, a mainland Chinese global smartphone brand, had to fight an uphill battle to not only disrupt the dual dominance of Apple and Samsung in the brand-conscious Hong Kong market, but gain acceptance among the increasingly anti-China Hong Kong consumers.

Against the backdrop of growing social conflict towards everything from mainland, Huawei reinvigorated the pride of Hong Kong by playing on the same team, exclusively live broadcasting a hi story-making boxing match, featuring hometown boxer Rex Tso.

The campaign garnered 1.9M views, became the #1 most viewed Facebook Live in Hong Kong and is still a record keeper to date, and efficiently generated 18% sales increase the following month - earning Huawei a spot among the top 3 players in the Hong Kong smartphone market for the first time. This effectively brought Huawei from Zero to Hero.

Background/Context