Campaign details

Brand: Huawei
Agency: Mischief PR


Huawei managed to insert itself into one of the biggest cultural conversations of the year - the World Cup - creating one of the biggest memes of the competition, despite not being an official World Cup sponsor The World Cup is a heavily guarded entity for a brand to get cut through it needs to spend thousands on becoming an official sponsor - we didn't. We did it in style, creating a special 'It's Coming Home' waistcoat that took the brand from tech titles to national news, generating the level of mass awareness and conversation a non-sponsor can normally only dream of.

Brief And Objectives

Huawei is the largest telecommunications equipment manufacturer in the world - but in summer 2018 was relatively unknown in the UK.

Our brief was to generate mass awareness of the brand by tapping into culture. The World Cup provided the perfect opportunity for this - but as a non-sponsor wanting to hijack a heavily guarded conversation, we needed to out-smart the pack and ensure we delivered product messages, not just noise.

Target Audience And Strategy