Mobile device brand Huawei Australia launches first ATL campaign via Arnold Furnace, Sydney

Huawei Australia, via Arnold Furnace Sydney, is ramping up its marketing activity with the launch of its first ATL campaign.

Positioning Huawei as the smartphone brand of choice for the youth market, the digitally-led campaign comes as a response to Huawei’s increased presence and growth in the Australian market since launching as a consumer mobile brand in December last year.

The campaign recently kicked off with the ‘Found Phones’ marketing campaign, created by Arnold Furnace Sydney, which is a treasure-hunt style contest that invites consumers to solve daily clues posted on the recently launched Huawei Mobile Facebook page.

Punters can win themselves a Huawei smartphone. A winner is also drawn directly from the Facebook page.

Positioning Huawei as the smartphone brand of choice for the youth market, the digitally-led campaign comes as a response to Huawei’s increased presence and growth in the Australian market since launching as a consumer mobile brand in December last year.

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

Says Treadwell: “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. 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.”

A collaborative effort between Huawei and its agencies Arnold Furnace, OMD and Burson-Marsteller, the campaign recently kicked off with the launch of innovative social media competition “Found Phones”. In a treasure-hunt style contest, Found Phones invites consumers to solve daily clues posted on the recently launched Huawei Mobile Facebook page in order to find, and keep, a Huawei IDEOS X1 Android Smartphone.

At least one phone will be given away in Sydney and Melbourne every working day throughout the month, as well as in a daily prize draw on the Facebook page, ensuring that everyone in Australia will have the chance to win.

Found Phones will be supported by an integrated PR strategy, as well as a 3 month digital and out-of-home advertising campaign.

Delivering a high penetration to the target audience, the digital element of the campaign will include key partnerships for deeper integration and early credibility, combined with impactful reach plays at launch and socially engaging content with an ‘always on’ approach.

Focusing on increased awareness at launch, targeted outdoor advertising will position Huawei within key youth and retail environments to allow for greater impact and incremental reach and frequency.

Says Paul Fenton, joint national creative director, Arnold Furnace: “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. So many ads try to be clever, to the detriment of the product they’re selling. But we wanted to establish simple, fun and honest advertising for the brand from the get go.”