HUAWEI

PRODUCT
LAUNCH
PROPOSAL
Nov 2014 – May 2015
Agenda

• BRIEF RECAP
• RE-DEFINE TARGET
• COMMUNICATION
STRATEGY
• EXECUTION PLAN
BRIEF RECAP
What Huawei Stands For
Huawei’s Core Target Audience
Huawei’s Core Target Audience
Brand Positioning

AT HUAWEI:

We are a visionary challenger.

We share an unquenchable thirst for progress with our
audiences.
We believe that with drive, passion and believe,
everything is possible.
And so we define our brand as Make it Possible.
Brand Positioning
Campaign Objectives

• Bring up sale volume for Huawei in the hot sale season of the year (Christmas and
Tet holiday)
• Improve brand image and enhance product credibility for Huawei smartphones
• Showcase Huawei ambition to be one of the top players in Vietnam’s smartphone
market.
PRODUCT
TARGET- SEGMENT
REDEFINE
Vietnam market
Flagship Products
1. Affluent individuals

Characteristics:
High income
Always make decision based on
standard of their lifestyle
Innovative, likely to update with the
most current technology trend
Always update on mobile trends
Willing to spend for new
things/products which deliver good
quality and special features, doesn’t
matter what brand it is and where it
comes from

Challenges for Huawei

• Low brand awareness
• Perception uponn Chinese
product: Low quality
Flagship Products
2. Football Fans

Characteristics:
• Big population are male
• Love football/ always update on sports
news
• Strong sports pride, especially for their
favorite teams
• Other favored topics: sports in general,
technology, auto
• Often source information from reviews
on trusted technology forums or website
when it comes to purchase handset
• Love football/ always update on football
world, especially Arsenal’s stuff.

Challenges:
• Picky consumer: Looking for many
references before purchasing new things
• Chinese perception

13
Mainstream: G7
1. Trendsetter
2. White-collar

Characteristics:
• Bold, strong character, willing to take risk,
passionate about what they like
• Fashionable, artistic, stylist in their own
way
• Take smartphone not just as a talking
devices but an important accessory to
express their style
• Care a lot for the look but still value an
affordable and high functional phone
• Like to express themself in a unique way
• High/medium income

Challenges:
• Low emotional attachment
Mainstream: Honor Holly
Young Graduate

Characteristic:
• Young students who have just
graduated from university and college,
and preparing for “real” life
• Seeking for first jobs, seeking for new
challenges and opportunities in life
• Open-mind for new ideas and trends
• Looking for a well-rounded products
that highly functional but still offer
modern design
• Low/Medium income

Challenges:
• Low brand awareness
• Anti - Chinese perception
Entry
Low Cost/Cost Sensitive

Characteristic:
• Put value as priority when consider a
purchase, cost-sensitive
• Practical, seeking for a smartphone with full &
basic function that can support their daily life
and work
• Driven by incentive
• Easy to be influenced by trendsetter, not very
technical knowlegable
• Low to medium income

Challenges:
• Low brand awareness
Findings

Anti-Chinese perception At the end, when

Trendsetters and due to political issue making a purchasing
affluent group plays an only makes up a small decision, Viet
important role in driving proportion. “Chinese consumers are always
demand in the market products are low-quality” putting the quality factor
because of their is the most concerned of the product as first
influenced capacity issue instead among criteria to consider
Viet consumers
OUR
COMMUNICATION
STRATEGY
Communication Objective

To be able to showcase To be able to target To be able to deliver the

the best features of exactly what customers brand image in the most
Huawei new products to are looking for positive & approchable
target customers way
 OUR QUESTION:
To be able to showcase To be able to target To be able to deliver the
the best features of brand image in a positive
Huawei new products to exactly what customers
target customers are looking for and approachable way

What are the best What are Vietnamese What does Huawei want
features that Huawei customers really looking to be perceived as?
products can offer? for?
 OUR ANSWER:

“ ENRICHING LIFE ”
What is the best features that Huawei products can
offer?

• Huawei heavily invest in enhacing quality

in term of either technical functions or
quality in term of design.
QUALITY • For each product segment, Huawei offer
the best quality for the price. It is not about
THAT selling cheap product, it is about selling
“product that is valuable and quality suited
ENRICH for the price paid
LIFE • Heading for innovation, Huawei product is
always leading the way for quality.
What is Vietnamese customers are really looking
for?

• Each consumers group may have different

demand in purchasing a smartphone,
PRODUCTS depending on their budget and demand.
THAT However, the number 1 factor that they always
care for is “quality”. Either cheap or expensive
ENRICH product, Vietnamese customers wanted to get
the best out of the price that they have paid.
LIFE • For Vietnamese, a smartphone in today world is
not just a talking device but it serves to enrich
all aspects of life
What does Huawei want to be perceived as?

• Chinese products are often associated with

BRAND “cheap” and for Vietnamese, “cheap stuff is
not good stuff”.
THAT • Huawei vision is not only providing
Vietnamese with smartphone product but a
ENRICH way to enjoy and enrich quality of life

LIFE
CAMPAIGN’S THEME:

LIVE LIFE -

The launching of Huawei new smartphones is an

opportunity for Vietnamese consumers to enrich their
life experience and live as what they truly want and
desire.
 How the campaign theme reflect to Huawei brand guide:

A visionary challenger is always looking challenge life and live life to fullness.
A Visionary challenger believes in living life with passion and belief
A Visionary challenger live with style

When you “Make it Possible” You “Live life” the way you dream of

26
Overall Strategy

1. 2. 3. 4.
Focus on Huawei Utilize the holiday Use Honor Holly Digital media will
Ascend Mate 7 & season, right after to target be the main PR
P7 as key launching to mainstream platform channels
branding product enhance branding audience and G7 to reach out to
of the campaign & drive sale to target specific groups of
trendsetter group target audience
IMPLEMENTATION
PLAN
I. FLAGSHIP BRANDING
• Launch Huawei Devices Vietnam’s website
• Media launching Event
• Mate 7, P7 Viral Video series
• Product Review, Forum Seeding, Advertorials
• Activation
• ATL Advertising
HUAWEI “Sống chất” Campaign WEBSITE

Define
Objectives Huawei’s
campaign
A digital theme
platform for Host upcoming
Huawei to promotion or
promote new PR activities
lines of
products
www.Sống
Branding
chất_huawei.v
purpose
n

30
TENTATIVE SITEMAP

Homepage FAQs Contact

Social Network
Hot News
Connect

About us Products Promotions Retailers’ locator Support

Technical
Define “Sống chất”
information

Corporate values
DESIGN & STRUCTURE

• Our design principles should be focused on creating a platform that is

stylish (reflect premium image of the brand) and practical (easy to use
for users)

• Our approach for the website will feature usability and well-structured
content hierarchy that could understand users’ needs and provide
relevant content in a few clicks

• Flexible Structure that enable admin to create sub-page for future

campaigns & promotion. Homepage banner allows users to change
with hero product/campaign happening.

• Adaptive to multi-screens: desktop, tablet, mobile

WEBSITE MOCKUP
Sub-banner displays key
features / key products
Banner features
hero product/
campaign

Advertising Content tab showing

material Company introduction,
Promotion, Applications,
Support, Contact

Retail’s locator

33
LAUNCHING EVENT
To showcase
Huawei’s
Objectives innovation &
brand position
in the
To introduce To re-connect
smartphone
Huawei’s new with media &
market
range of target
product in a audience after
unforgettable a disconnected
way To confirm period
Huawei’s
20/11/2014
active progress
in Vietnam

34
THEME
Following the theme of the whole campaign, “SỐNG CHẤT” will be the theme of the launching event.
At Huawei’s event, you will be invited to a truly “Live large – Sống chất” experience

Demonstrating  Futuristic style

set-up
“LIVE LARGE”
 Creative product
through: display using 3D
box technology

Only focus on Huawei’s Flagship Mate 7, Ascend P7

as key promoting product

35
VENUE SUGGESTION
• Cinema setting
• Utilize the stunning sound and visual system of
the movie theatre to showcase video clips of
the products
• This will be a unique experience for all media
guests
• Room capacity: 117 people

36
AGENDA
14:00 – 14:30 Welcome Media

14:35 – 14:45 Opening performance – Interactive dance

14:45 – 14:55 Welcome speech from Huawei

14:55 – 15:00 “Live Life” Campaign video – 7 Mate 7 Dreamers video adapation

15:00 – 15:30 Act of launch – reavel key product in 3D Box

15:30 – 15:45 Product presentation from Huawei on main stage

15:45 – 16:00 Q&A Session

16:00 Closing. Free & Easy – guest experience product

37
Welcome area

• Wall panels featured key visual Live Life are set up along the
hallway outside ballroom.
• Backdrop photo corner
• All 6 products will be displayed at the Welcome area outside of
ball room. Guests can take picture, experience the actual 38
products after the product launch
Act of Launch:
Revealing Mate 7 and P7 displayed on
stage, using 3D – box technology, which is
not an actual product but a 3D image of it
only. That way, the displayed object can
move 360 degree and perform different
effects.

39
Media Activities
Invite Media to attend the
launching event:
45 media: 40 print & online, 5
TV & radio
 General segment – 15%
 Business segment – 15%
 Technology segment –
50%
 Lifestyle & Consumer –
20% segment
Run a series of PR articles series (10 Distribute Press
coverage) to leverage more coverage Release to Mass
about the launching event. Media list
Key angle:
 Huawei amazes Vietnam market
with introduction of the new Octo-
core Ascend Mate 7
 Media suggestion: top tier
publication - VnExpress, Dan Tri,
Vietnamnet, Kenh 14, 24h,
Vietnamnews
40
VIRAL VIDEO

Objectives

Implement
right after
Highlight the launching
functions of event to
flagship Mate7 creaze a buzz
& P7 about flagship
Promote product
Campaign Idea
Viral video
“Sống chất” to
mass audience

41
 Travel : where you travel
“Sống chất” for Vietnamese People define your lifestyle.”. It does not
have to be a luxury destination
but a road trip could be consider
travel in style for Vietnamese,
as long as you enjoy it. For
Vietnamese, there are many
wonders to be explored from
simple things.

Fashion:
Fashion is a way to
Food: food express and live true
culture is very to yourself
important for
Vietnamese. For
Vietnamese, good For each
food is a way to campaign,
live life and enjoy Sports: “Sống chất” Huawei can
life. Fashion for Vietnamese people focus on each
also means following your of this “Sống
passion for sports. It can chất” aspects
start from your childhood of Vietnamese
game on your street to
 Viet “Travel culture”
Viet people also
“TRAVEL IN THE SOUTH” appreciate nature beauty.
Exploring remote area like
WITH MATE 7 Ha Giang, Moc Chau is
also a way to enjoy life.
Vietnamese love to travel,
either with friends or family.

People like to capture beautiful

momment from their trip as a
memory with friends and family

Viet people also know how to enjoy life.

Beaufiful beaches, luxury resorts are
always in the travelling list for many
Viet people, as they like to reward
themselve for hardwork.

From Hanoi the capital with a mix

of traditional and modern charm
43
 Idea 1 – A Music video about a Vietnamese explore
Southern travelling and enjoy different styles of travel

Main character will He take a motorbike He then take a trip His last stop is Tell the story of
start off his trip in and “phượt” to the with his family to a home. As for each location
Hanoi, visting the South side (Hà Giang, nice resort in Tam Vietnamese with rap music,
old quarter Mộc Châu) with his Dao, enjoying good person, nowhere which is fun &
friend, camping out and time and relax after is better than simple to follow
experience the nature a year of hard home.
beauty 44
working
• Campaign’s message:
Huawei understand Vietnamese consumers
and appreciate the rich food culture. Huawei is
commited to bring a “Sống chất” experience to
all Vietnamese through our products &
services.

• Product message:
Huawei Mate 7, with its advanced camera
function, compact design and powerful battery,
is the perfect choice to accompany your
travelling journey, define your lifestyle and
“sống chất”

45
 Living the “Sports culture” ofIt can start from your
childhood’s soccer game
Vietnamese on the street

When grow up, many people

still spare time after work for
Vietnamese love sports. sports, especially soccer
From young to old, from the
poor to the rich.

You can easily to

catch the sceen of
old people jogging Vietnamese
or exercising in the place a lot of
morning. It is just a pride for
part of our culture national
sports.

46
 Idea 2 – A Music video expressing the love of
Vietnamese for sports

Main character will To the old To crazy soccer Main character use his Tell the story of
take you for a tour to people who fans phone to capture each location
visit different people wakes up early special momment of with rap music,
in different walk of in the morning people when they are which is fun &
life, but share the to work out into sports and could simple to follow
same common love not care more about 47
for sports. Starting the world around.
• Campaign’s message:
Huawei understand Vietnamese consumers and
appreciate their love for sports culture. Huawei is
commited to bring a “Sống chất” experience to all
Vietnamese through our products & services.

• Product message:
Huawei P6 with its Limited Edition is a perfect match
for people who love soccers and sports. Its modern,
strong design with powerful hardcore is the right
choice for male and female users, who are looking
for sporty yet sophisticated product, that can define
their “Sống chất” style and express their love for
sports

48
 PR Support for the viral videos

YOUTUBE AD KOL PARTNER FACEBOOK AD

Youtube ad to attract Partner with a list of popular people on social Viral the video through Facebook ad –
more viewers to these network to promote for the video CPC
videos • Travel addicts
• Sports lovers
• Auto fans
• Hot girls, hot boys

PR ARTICLES FORUM / FANPAGE PARTNERSHIP

Targeted media: hot online media with high number of

readers and high number of male readers
Showbiz & lifestyle topic: VnExpress, Dantri,
Vietnamnet, Kenh14, ngoisao.net, 2sao, Zing, 24h,
Afamily, etc.
Angle: Neitizens are hyped up with cool MV made
special for Hanoi
Partner with popular forum & facebok page to seed our
video on their page:
Forums/Fanpage for travel-addicts, sports lovers with high
number of male members

49
PR activities

Create
Objectives conversations
& discussions
Buiild around the
To highlight awareness products
outstanding about the
functions of products to
flagship affluent group
product line and sports-
Product
Leverage fans group
Review, Forum
media
Seeding,
coverage
Advertorials

50
Product Review

• Send products (Mate 7 & P7 to tech reporters to unbox and review)

• Unbox process is made into video clip. Reviewer will be a hot girl to create more excitement for
viewers (which are mostly male)
• Channels: ech press and forums ICTnews, Sohoa, VnReview, GenK, Tien phong, Nhip song so,
PcWorld, Dien tu tieu dung, etc.

51
Advertorials
Mate 7
Key Angle: focus on key functions of Mate
7 to highlight its superior characteristics
- Huawei introduce Ascend Mate 7 – first
smartphone powered by super eight-
core Kirin 925 SoC chipset in Vietnam
- Tech fans excited with Huawei Mate 7’s
360 degree fingerprint security sensor
- Huawei Mate 7 awe Vietnamese
consumer with the never-seen 1.2
second Ultra snapshot
Channels:
• Group 1 – Business & Tech: Hang hieu,
PcWorld, Xa hoi thong tin, etc., GenK,
Tinh te
• Group 2 – Lifestyle & Consumer:
Heritage, Style, Dantri, Vnexpress, etc.
P7
Key Angle: Utilize the P7 Arsenal edition to
increase awareness and target sports lovers
group
• Revealed smartphone brand trusted by
Arsenal football players?
• Viet Arsenal fans are searching for the P7
Arsenal Limited edition.
Channels:
• Group 1 – Tech: ICTnews, Sohoa, Tinhte
• Group 2 - Sports specialized: 24h, The
thao van hoa, Thethao 247, Zing,
Vnexpress, Dantri
• Group 3 – Male favored topic (auto,
business) The gioi xe hoi, Oto Xe may,
Autocar Vietnam, Café F, Vneconomy,
Vnnews
52
Forum Seeding
Mate 7
Create anticipation for tech fans of a high-
end product with outstanding features:
• Anyone have experience the new Octo-
core Huawei Mate 7?
• Compare Mate 7 with Samsung Note 3,
which one should I buy?
• Looking for a smartphone that offer 360
degree fingerprint security sensor,
anyone know?
Channels: Tinh te, VOZ Forum, GenK
P7:
Create interaction and excitement
among football fans about a special
product created especially for football
fans:
• Unbox my Arsenal Limited version
Smartphone
• Anyone know how to get the Arsenal
Limited version P7?
• I am super into the design of P7
Arsenal version, anyone know about
the hardcore part of the phone?
Does it worth buying?
Channels: Tinh te, VOZ Forum, GenK
53
ACTIVATION

Objectives

Give target
audience a Explore
chance to channels that
experience express “Sống
Huawei’s chất” message
product in real
•Cinema
life Target directly
activation
to affluent
•“RockStorm”
groups
sponsorship

54
 6 theatres in HaNoi
Cinema Activation 6 theatres in HCMC
1 weekend per theatre
• CGV Cinemas: recognized by
Anphabe and Nielson Vietnam as
number 1 entertainment brand in
Vietnam, CGV cinemas are one of the
top choice for movie entertainment
among young Vietnamese
professionals.
• Location: Hanoi, HCMC, Da Nang, Hai
Phong

• Launched in Jan 2011, Platinum

Cineplex has 5 Locations in Vietnam
and is the biggest cinema operator
by screen in Hanoi. It starts to
expand more and be loved by movie
fans for friendly services, reasonable
price and convenient location.
• Location: Ha Noi, Nha Trang
55
Activities
Experience Booths.
• Backdrop is an LED screen, each time a
guest pass by, the camera will record the
live image and feature on LED screen -
attract attention
• Backdrop is image of Ascend Mate 7

PGs give out product flyers

and invite guests to try out
Ascend Mate 7

56
Activities

• Interactive game to call on participation

• Mechanism: similar to the alien shooting game, where
objectivs falling from the sky and guests have to shoot down
as many objectives as possible
• Instead of aliens, the object will be change to character of
current showing movies at the cinema. Players can only
shoot the good characters.
• Game is designed in form of app, installed on Mate 7
smartphone. Guests will be asked to play from the
smartphone, which link directly to the LED screen for
everyone to witness
• Winners are rewarded with keychains, notebook and
sodacup with image of Mate7. 57
 RockStorm Sponsorship

• One of the largest concert for music and rock lovers in Vietnam
• Organized by MobiFone for good cause. Money is raised for children
• RockStorm 2014: 7 concerts nationwide
• Why Huawei should participate?
– Chance to introduce new product to target audience (rock fans are often young
professionals, male, tech-savvy)
– Rock Storm is also aligned with “Sống chất” theme. Huawei appreciate rock fans and
musician who live up to their music love & passion.
• How:
– Set Experience booth at each of the Concert 58
ADVERTISING

Objectives Channels

Online Banner
Build brand & Facebook Ad
produce Mobile Ad
awareness Google Search
among mass Ad

59
Key Concept
• Mate 7 Concept: Adapt
from the original “7 mates,
7 dreamers” key visuals but
only keep the key featuers
that most suitable to
Vietnam market:
– Duchess & Racer:
Strong octa-core
processor
– Mixlologist & artist: 6-
inch FHD screen
– Princess &
Globetrotter: durable
battery
• Channel: Online Banner,
Facebook Ad, Mobile Ad
• Message: With Huawei
hero product - Mate 7,
you can live up to your
passion and live life to
the fullest.
Online Banner

CPD: GDN:

Channels:
• VnExpress, Dan tri:
top media with highest
number of reader
• Vietnamnet : top
media with more
professionals &
business readers
• Ngoisao.net: top
showbiz & lifestyle
portal
• Tinh te: number 1
technology forum
Homepage, premium
location

61
Facebook
Ad
Facebook is the number 1
social network among
Vietnamese. With target
solution function, facebook
ad helps to identify group
audience based on
location, behavior, interest.
• Key Visual : Mate 7
Mobile Ad
While mobile is the main
communication channels
for most modern
Vietnamese, mobile ad
will not only help to build
brand awareness to mass
audience group but also
reach out to specific target
audience group, based on
location, phone brands,
interest
Key Visual : Mate 7
Google
Search Ad
When consumers search
for smartphone related
keywords, the top result
will show Mate 7 ad,
linking back to Huawei
Devices Vietnam’s
website
Keyword: smartphone,
high-end smartphone,
octor-core, best
smartphone, best camera
phone, best battery
phone, etc.
Key Visual : Mate 7
62
Key Concept

• P7 Concept: Adapt from the

original Arsenal key visual,
showcasing the sports spirit
and excitement with bold
tagline about Huawei as the
official Smartphone Sponsor
of Arsenal
• Channels: Online Banner,
Mobile Ad, Google Search Ad
• Message: With Huawei hero
product - P7, you are free
to express your love to your
sports passion and enjoy
life to the fullest.
Online Banner Google
Mobile Ad
- CPD Search Ad
Channels: While mobile is the main When consumers search
• VnExpress, Dan tri: communication for smartphone related
top media with highest channels for most keywords, the top result
number of reader / modern Vietnamese, will show Mate 7 ad,
Sports section mobile ad will not only linking back to Huawei
• Vietnamnet : top help to build brand Devices Vietnam’s
media with more awareness to mass website
professionals & audience group but also
business readers / reach out to specific Keyword: Arsenal
Sports section target audience group, smartphone, cool
based on location, smartphone for men,
• Thethao247, autopro: phone brands, interest
top male readers Arsenal, cool smartphone
channels design, etc.
Key Visual : P7 Arsend
Key Visual : P7 Arsend Key Visual : P7 Arsenal

64
I. MAINSTREAM BRANDING
• Holiday Photo Contest
• Forum Seeding
• Advertorials
• G7 Viral Video & ADvertorials
HOLIDAY PROMOTION

Objectives Promote Honor

Holly

To build loyalt
Drive Sale customer base

Express Facebook
Huawei’s Photo Contest
“Sống chất” Holiday
purpose Golden Hour

66
The meaning of Holiday Season for Vietnam
Christmas
• Who: Young and
professionals group
• How: Going out, dinner
celebration with friends,
shopping gifts for special ones
 Holiday season = Sale season
 Everyone want to celebrate holiday
 Everyone want to capture the special momment of the year
Lunar New Year
• Who: everyone
• How: getting together with friends
and family, decorating the house,
rewarding oneself and others with
gifts & treats, shopping for new year
Our findings:

Everyone want to celebrate….

But each of us has a diferent way to
celebrate ….

People often think holiday

celebration has to be family
gathering or having a big blast party
with friends. Is it what holiday
about?

68
Today, each person has their own
unique way to celebrate holiday. It can
be as simple as sitting in a quite corner
in the street, drinking a cup of coffee at
New Year Eve. Or It can be working
overtime in Christmas Eve to complete a
big project, etc.

Many people consider that their way of

celebration defining their style and their
life meaning.

At the end, Huawei message is:

“However you celebrate your holiday, as
long as it makes you happy, that is
what’s important”
69
LIVE LIFE – LIVE
HAPPY! Life is
only worth living if
you enjoy it. This
season, Huawei
will help you
express you
unique
HAPPINESS to the
world!
“LIVE LIFE. LIVE HAPPY” SOCIAL PHOTO CONTEST

A photo contest on Huawei Facebook Fanpage. Because people love to share & show their
happiness!

Huawei call out to our fans to submit photos of them preparting and celebrating holiday season.
Fans are encourage to show their different and unique ways to celebrate holiday
Photos are liked the most by online community will received attractive prize from Huawei
Duration: 1 month
71
MECHANISM
• Step 1: Huawei fans submit their photos
of their be Christmas and New Year
Holiday momment, with a short caption
of the photo to Huawei “Holiday
facebook Application”
• Step 2: Fans invite friends like, share
their photos

PRIZE: 28 Honor Holly - 1 Honor Holly a

day for photos with the most like

A cup of hot tea

and all by
myself. Silent
night!
72
Promo poster mock-up

73
Support for the
contest

Facebook Ad KOLs
• Target solution: 16-35 nationwide,
interest in smartphone, technology, • Partner with KOL – individuals with wide network on
photography, party, etc. facebook to post status promoting the content and call
• Page post ad on participation from their friends
• Click to website

Advertorials:

Key angle: neitizens celebrating holiday spirit on social

Online Banner (GDN)
• Online Ad running on all websites belong
to the Google ad network. Result is
counted per actual click to landing page.
network, featuring exciting contest photos from KOLs
Channels: general publication with high number of
readership./ lifestyle section –Dantri, Kenh 14, Ngoisao.net,
Afamily, Motthegioi, tintuconline
74
VIRAL VIDEO

Create impact
Objectives toward
Trendsetter
group
Highlight the
functions of
flagship G7
and Honor
HOlly Continue to
Promote
Campaign Idea Viral video
“Sống chất” to
mass audience

75
 Travel : where you travel
“Sống chất” for Vietnamese People define your lifestyle.”. It does not
have to be a luxury destination
but a road trip could be consider
travel in style for Vietnamese,
as long as you enjoy it. For
Vietnamese, there are many
wonders to be explored from
simple things.

Fashion:
Fashion is a way to
Food: food express and live true
culture is very to yourself
important for
Vietnamese. For
Vietnamese, good For each
food is a way to campaign,
live life and enjoy Sports: “Sống chất” Huawei can
life. Fashion for Vietnamese people focus on each
also means following your of this “Sống
passion for sports. It can chất” aspects
start from your childhood of Vietnamese
game on your street to
 Honor Holly and “Food
culture” topic
Vietnamese place a lot of pride on
our traditional food

It does not have to

Vietnamese, enjoy eating out be a fancy
restaurant, it can
be a small vendor
street shop with
years of experiene

Eating out is also a ways to

hanging out and getting together
with family and friends
People like to take photos of their
facvorite food and share on social
network 77
 Idea 1 – A Music video about Hanoi Food Culture to be
viral on the internet, featuring smartphone Honor Holly

Main character will Main character will use At each shops, Feature KOLs Tell the story of
travel through the Huawei Honor Holly to main character and foreigners to each dish with
city to explore take photos of his will meet up with create impact to rap music, which
unique and popular favorite food and also to a group of friends more diversified is fun & simple
local food shops. search for shop and enjoying group to follow
address, communicate good time
with friends together 78
• Key message:
Huawei understand Vietnamese consumers and
appreciate the rich food culture. Huawei is
commited to bring a “Sống chất” experience to all
Vietnamese through our products & services.

• Product message:
Hanoi food culture is very exotic but at the same
time down-to-earth. It is the same as Honor Holly,
a product with reasonable price but highly
functional, a perfect choice to accompany your
journery to explore local food culture and “sống
chất”

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For Honor Holly, It is “Sống chất” through Viets’ Food
culture…
For G7, it is “Sống chất” through Viet’s Fashion

Idea 2 – A Music video about Hanoi Fashion to be viral

on the internet
Main character using G7 to go around Hanoi and take photos of fashionable people
and interview them what Fashion and “Sống chất” means to them

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 Advertorials to promote G7

• While many consumers may be curious about, Huawei

Ascend G7, the product behinds the viral video series
just come out, a series of advertorials will be launched
out to introduce the beautiful features that the phone
offers, beside the meaningful message.
• Media suggestion:
– General: VnExpress, Dantri, 24h
– Lifestyle: kenh14, Zing News, Ngoisao.net,
Showbiz, 2Sao
– HUAWEI’S
Technology: Sohoa, GenK, ICT News, Tinh te
MESSAGES:
Huawei G7 encourages people to live life to the fullest, follow their
fashion love, willing to express their own style, ready for challenges
and enjoy the moment.

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BUDGET

82
 Campaign Summary
T12 T1 T2 T3 T4

Online Banner – CPD – Mate 7, P7

ATL GDN , Google search ad, Mobile Ad – Mate 7, P7, Honor Holly, G7

Facebook Ad – Photo
Facebook ad –Mate 7, P7
Contest

Facebook ad –Viral Video Facebook ad –Viral Video Facebook ad –Viral

Clip – Mate 7, P7 Clip – Honor Holly Video Clip – G7

Launch & maintainHuawei Device Vietnam ‘s product website

Update & maintain Huawei’s facebook community & Youtube channel

Viral Video – Mate 7, P7 Viral Video – Honor Holly Viral Video – G7

BTL Launching
Media Product Review – Mate 7 & Advertorials – G7
Event P7 Holiday Promotion –Photo
Contest Product Review – G7
Advertorials – Mate 7 & P7

Forum Seeding – Mate 7 & P7

Activation at Cinema
Activation at Rock
Storm
THANK
YOU