The context
When Huawei launched the Mate 20 Series under the global creative concept A higher Intelligence (hinting at its AI technology) in October 2018, our client was actually launching the smartest smartphone in the world. It featured the Kirin 980: the world’s first 7nanometer process mobile phone SoC chipset, the world’s first cortex-A76 architecture chipset, the world’s first dual NPU design, and the world’s first chipset to support LTE Cat.21. That’s a lot of world’s firsts, yet our audience could barely understand what these were all about.
The initiative
Mirror, mirror on the wall, who is the pretties of them all? Or wait. Hey Siri, what’s the smartest smartphone?
Since Huawei had just launched the smartest smartphone to date, we decided to outsmart the competition with an advertising initiative, too. Through a series voice-focused pieces, we would get our competitors to tell the world that Huawei’s Mate 20 Pro was actually the smartest smartphone (a.k.a. the best) out there.
Through different channels, we’d get the audience to ask their smartphone’s voice assistant to tell them which was the smartest smartphone in the world. Which was the first brand to feature the most powerful chipset in the market. And Siri, Bixby or Google would have no choice but to talk veeery positively about Huawei and its latest technology.
Eventually, audiences would find out about the Mate 20 Series and connect with the global campaign, which revolved around the AI features of the phone.
