| Title | HUAWEI MEETS THE JABBAWOCKEEZ |
| Brand | HUAWEI |
| Product / Service | HUAWEI WATCH 2 |
| Category | D04. Brand / Product Video |
| Entrant | BLAST RADIUS SHANGHAI, CHINA |
| Idea Creation | BLAST RADIUS SHANGHAI, CHINA |
| Production | THE EYE FILM Shanghai, CHINA |
| Name | Company | Position |
|---|---|---|
| Rebecca Cui | Blast Radius Shanghai | Creative Producer |
| Jared Huang | Blast Radius Shanghai | Associate Creative Director |
| Don Jia | Blast Radius Shanghai | Art Director |
Since the Watch 2 operates separately from the phone it liberates the user to do more. We launched Watch 2 with the Jabbawoockeez, California’s biggest hip hop dance troupe and created a unique interpretation on free spirits, effectively demonstrating the Watch 2’s myriad of amazing features. Social media platforms utilized Jabbawoockeez content over the launch period to highlight specific features.
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.
Samsung spent $6.1 million USD online promoting their Gear S3 in Europe and China. Their launch film received a combined 1.6 million views on video portals. Huawei spent a combined $500,000 for talent, film and media to promote Watch 2 in the same markets. And received over 300,000 views… Samsung spent $3.8 per viewer while Huawei spent only $1.67. That’s 2.3X ROI efficiency.
Huawei’s latest wearable device, the Watch 2, is the ultimate smartwatch incorporating standalone 4G capability giving freedom away from the phone. The Huawei Watch 2 is packed with an enormous amount of features plus strong battery life. It is designed to be worn all of the time and not simply discarded after a few weeks as is the case with other smartwatches. Huawei‘s Watch 2 is made for free spirits. It empowers the user to break free from the burden of integrating wearables around a common device. We were ultimately targeting those consumers who might have been waiting for the ultimate smartwatch that could operate independently of a phone. They were tech passionistas, not tech geeks.