GALAXY ENDGAME

TitleGALAXY ENDGAME
BrandHUAWEI
Product / ServiceHUAWEI P30
CategoryD01. Use of Film
EntrantDENTSU X Singapore, SINGAPORE
Idea Creation DENTSU X Singapore, SINGAPORE
Media Placement DENTSU X Singapore, SINGAPORE
PR DENTSU X Singapore, SINGAPORE
Production DENTSU X Singapore, SINGAPORE

Credits

Name Company Position
Joao Flores dentsu X Executive Creative Director & Head of Creative
Woon Chien Chng dentsu X Art Director
Vanessa Han dentsu X Copywriter
Emilio Rodrigues dentsu X Copywriter

Write a short summary of what happens in the film

A study from Fandango shows that “97% of moviegoers stay for the post-credits scene of Marvel movies”. The idea was to hijack the post-credit scenes of Avengers: Endgame with an ad that we know fans would not want to miss. To keep fans watching, the ad was planned to look like an actual scene from the movie but instead, it highlighted the 50X SuperZoom function of our latest flagship, the Huawei P30 Series. From the same ad that inspired Samsung’s hijack, we struck them back with an optimized version of our moon video just like how Thanos struck a blow to Iron Man with a moon. The Message: With all the power in your hands, this is the Galaxy’s Endgame. We have not heard from them since.

Cultural/Context information for the jury

In a tech-driven country like Singapore, the smartphone category is highly competitive with a mobile penetration rate of 147%. Despite having a 360-degree media approach during the launch of our HUAWEI P30 Series, our social campaign #MoonlightMoments that highlights the 50X SuperZoom Lens of our HUAWEI P30 Series was hijacked by our main competitor, Samsung. We had to strike back. In order to effectively target our consumers, we found that 55% have an affinity for films. A cinema ad would be ideal to reach our consumers in a high impact and decluttered environment. To ensure that Huawei remained top of mind to our consumers, we hit Samsung back with The First-ever Post-credits Ad, broadcasted in 89 theatres all over Singapore, an unexpected surprise done during the most-anticipated movie of the year.