The Campaign

For the Watch 2 launch, Huawei was looking for a unique expression of empowered freedom that, at the same time, could demonstrate the unique features of the watch. We engaged the Jabbawoockeez, California’s biggest hip hop dance troupe and created a unique interpretation on free spirits that also effectively demonstrated the Watch 2’s myriad of amazing features. The digital film was a part of an integrated launch campaign that ignited the world’s interest in Huawei’s latest entry into the smartwatch category.

Creative Execution

With the Jabbawoockeez as our Watch 2 spokespeople, we set off on a journey in social media to introduce and educate our target audience on the amazing new features in the Watch 2 phone. We utilized the Jabbawoockeez cast to introduce the Watch 2 features through social media posts, including its personal fitness and smart assistant functions. The Huawei Watch 2 didn’t just cover China but the entire world so besides Weibo, Wechat we also engaged consumers on Facebook, Twitter and Instgram as well. We took advantage of the 2017 Las Vegas CES to officially launch the product, bringing in the China and global tech media to introduce the Watch 2 to the world.