The challenge
Our client, Huawei Singapore, asked us to deliver a social media activation, in line with the global campaign, to announce the launch of the new Mate 20 series in Singapore.
The human truth
In Singapore, any unusual sightings generate curiosity and attract attention. At the same time, we usually identify A Higher Intelligence with life or elements beyond our grasp, extraterrestrial.
The idea
Grounded on A Higher Intelligence as the global campaign line, we came up with a story on a whole new force taking over Singapore. A story on how the smartest smartphone in the world (back then) arrived and took over our city.
The execution
Using light projection technology, we displayed the new and iconic camera design of the Mate 20 Series on many key locations all over the island, as a mysterious sign of A Higher Intelligence. We filmed the reactions of passersby (yes, a lot of them used their Apple and Samsung devices to capture what teased the launch of a smarter phone!) and created both a short and a long-form social video to mark the launch of the Mate 20.
The results
This was the first-ever branded light projection activation in Singapore, being shown in 15 different landmarks around the island. The hero video garnered 580k impressions in just 48 hours. The Huawei Mate 20 went on to become the most sold phone in the APAC region, and the brand saw a 775% increase in market share.