Creative Execution

“After braving a fire, a firefighter starts a video call with his wife and daughter. Seeing her dad’s darkened face, the little girl took the phone to the tap to try to help clean her dad’s face on the screen. You can see tears of joy in the firefighter’s eyes.” Love and care - the heart of family, are delivered in the video through the use of mobile phones. Meanwhile the waterproof feature of HUAWEI Mate 10 Pro mobile phone is ingeniously proven and is an integral part of the storyline. The Video was originally produced just for promotions on the brand’s official online platforms and stores on 20th October 2017. From 22nd October to 10th January 2018, PR on top news APP, social media, video platforms, Tmall etc. From 6th November to 27th December 2017, the video was launched in prime time on CCTV 1/2/4/8/10.

As a low-budget campaign, the touching story had surprising results as it gained empathy from millions of families and was highly appreciated and promoted by National Fire Department. Within two months after the campaign launched, the results were: 2.25 billion viewers via TV and online media. 63.35 million times played online. 15.17 million viewers on social media.

Insights, Strategy and the Idea

Communications with the target group at 30 to 45 year-old people who lives a stable life with successful career, can be more about the content with familiar background rather than the format. By creating a scenario using the product (mobile phone), we present the product feature added with human touch, to underline the superior communication experience by the new technology. Based on the distinctive waterproof feature of HUAWEI Mate 10 Pro mobile phone, we created a video to convey that family is the place where love is expressed, and we can connect to this love under any conditions using mobile phones.