Breaking campaign: Huawei finds itself down under

Huawei Australia has launched a new digital and outdoor-led campaign which is the first in Australia and aims to position it as the brand of choice for the youth market.

The campaign is the product of a collaboration between between Huawei and its agencies Arnold Furnace, OMD and Burson-Marsteller, and coincides with the launch of the Australian website for the company.

The campaign kicks off with an initiative called ‘Found phones’ which encourages consumers to solve clues in order to win themselves a phone and is executed through the Huawei Facebook page.

One phone will be given away in Sydney and Melbourne every working day throughout the month. ‘Found phones’ will be supported by an integrated PR strategy, as well as a three month digital and out-of-home advertising campaign that will roll out from July 25.

Mark Treadwell, head of marketing for Huawei Devices Australia, said the campaign is an exciting move forward for the brand, which has been in the Australian market since 2007.

“Huawei Australia's first ATL campaign is not only a measure of our drive to become a household name in Australia synonymous for affordable innovation, but also our desire to invest in the brand and tell our own story,” he said.

“With a heavyweight rich media online campaign supported by targeted outdoor at launch, combined with the creative direction, the campaign will talk directly to our core target market.”

Paul Fenton, Joint National Creative Director, Arnold Furnace, commented: “In every piece of communication for this campaign, the aim has been to be as bold as possible and keep the products front and centre.”
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