The Campaign

As the hottest mobile product in the market in 2014, Huawei Mate 7 positioned itself as a premium product. How to really make a voice in the high-end market, and embed the brand concept of Jazz Life in consumers’ mind? It was natural to connect Mate 7 with Jazz music. We then cooperated with 163.com, one of China's most influential portal with the most active users, to launch the first native music advertising. We invited Jazz DJ celebrity to host three tailor-made jazz music programs for Mate7 and delivered a Jazz feature to tell the journey of Jazz music. We leveraged the media mix to maximize influence. We got 14 times more searches than key competitors.

Success of the Campaign

The Mate7 tailor made jazz music programs received warm responses from the target audience. And the listening rate of this campaign program was 40% higher than other non-commercial music programs. Mate 7's Baidu index was 14 times higher than key competitors.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

We provide personalized Jazz music playlists on one of China’s most influential online music platforms. And we invited Jazz DJ celebrities to host three tailor-made jazz music programs for Mate7, and to enjoy a shared jazz journey with consumers. Lots of stories were shared during the online radio program, as well as the brand information. After the three programs, we worked together with the media platform to develop a feature telling the story of the journey of Jazz focusing on the development path of Jazz music. At the end of the feature, we embedded Huawei Mate7's brand propositioning of Jazz life. Besides 163.com, we leveraged portal, vertical, search, DSP to amplify influence and reach target audience.

We were targeting business people aged 28-35 with higher income. These people love unique and high quality life experiences. Mate7 is endowed with artistic temperament instead of the technical words and data, which has demonstrated that Huawei is devoted to taking care of life quality. We used Jazz music as a bond to raise conversation. The media planning strategy is based on consumers’ media consumption behavior. We made the TA reached by Mate7 digital campaign torpedo like, which delivered as timing/platform/content all consumer-driven.