| Title | P7 |
| Brand | HUAWEI |
| Product / Service | SMARTPHONE/ P7 |
| Entrant | MAXUS GLOBAL Shanghai, CHINA |
| Media Agency | MAXUS GLOBAL Shanghai, CHINA |
| Entrant Company | MAXUS GLOBAL Shanghai, CHINA |
| Media Agency 2 | MAXUS GLOBAL Shanghai, CHINA |
| Name | Company | Position |
|---|---|---|
| Yuanyuan Wang | Maxus | Director |
Huawei P7 is a perfect illustration of Huawei's value 'Make it possible' and also a combination of Huawei Device culture as well as Chinese traditional culture. P7 exists in the middle and high-end mobile phone segments and expresses the unique product tonality Noble Gentlemen. The target group of P7 is the backbone of China society. We associated gentlemen with Huawei P7, using key opinion leaders to discuss the topic Make it Possible together. We combined product features and the concept of gentleman perfectly, and invited 100 gentlemen to endorse the product. This communication strategy brought Huawei great attention and recognition.
The campaign received more than 39,970,000 readings of the Make it Possible event topic. 82,738 mentions on Sina Weibo. Page views：1,430,000 Unique views：780,000 Meanwhile, over 60 thousand fans followed the Huawei Device Weibo official account during the campaign period.
Warm up: teaser ads on E-commerce sties leading consumer sales page directly. Launch: we created the event impact with the core content generation platform-Sina Weibo, and leveraged the top 5 portal sites, video and IT sites. We invited Mr. Xu Jilin, a well-known academic and Jeffrey Yang, the CMO of Huawei Devices China, to have Weibo interview to discuss the cultural connotation of Noble Gentleman and the HuaWei value of Make It Possible with netizens together. Deep communication: we leveraged IT vertical sites with editor recommendations, popular ranking and sales-guide articles to trigger interest into purchase consideration of consumers.
The target group of P7 is the backbone of China society, and they are living with the conflict of traditional education background and the fast-moving modern life. They are deeply impacted by the social transformation and eager to find the balance of emotional and financial balance. They are overwhelmed by the traditional values, like gentleman society.