The context
Huawei had to launch a mid-tier smartphone, the Huawei Nova 5T, in Singapore. The key selling points were overall performance, camera and design.
The initiative
The actual product name, Nova, has its roots from the latin word for new (novus). So we decided to turn the launch of this phone model into a celebration – just like we celebrate new births, new homes or new years, shouldn’t we also celebrate getting a new phone?
One of the key audiences were gamers, and since they aren’t precisely the kind of people who like to go out and attend parties, we thought we’d bring the party to their home. So the idea was to host an online launch party on Minecraft, one of the most downloaded games in Singapore. What’s mind-blowing about it? That we came up with this initiative before the pandeming, when online events weren’t a thing. A few months later we would see schools holding graduation ceremonies on Minecraft, 24-hour Minecraft rave parties and Minecraft concerts, and the overall amount of Minecraft players reaching 126M. If only all these millions of people had a Huawei Nova 5T.
