Huawei targets youth in first major Australian marketing offensive
Chinese technology brand Huawei has launched its first above-the-line marketing campaign in Australia since launching as a consumer mobile phone brand in December last year.
The agency behind the campaign – which avoids using TV, instead opting for digital and outdoor to target youth – was the newly rebranded Arnold Furnace.
The campaign includes a competition run on social media called ‘Found Phones’, a new website and a PR push. PR was handled by Burson Marsteller and media by OMD.
“Huawei Australia’s first ATL campaign is not only a measure of our drive to become a household name in Australia synonymous for affordable innovation, but also our desire to invest in the brand and tell our own story,” said Mark Treadwell, head of marketing for Huawei Devices Australia.
“With a heavyweight rich media online campaign supported by targeted outdoor at launch, combined with the creative direction, the campaign will talk directly to our core target market.”
This is great! Does anyone know who the did the artwork?
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‘stalking’ – really?
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Great works guys – looking forward to seeing more.
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Nice insight. Nice execution.
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Entertaining but ultimately generic insight. Nice art but I suspect that they need a different way to properly establish the brand.
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Nice stuff Spicer and co…. grrrrrrr!
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Love it! Awesome work.
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That’s fantastic work. And congrats to the suit that I assume had to fight with the client to keep it simple.
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the people who actually do what is said in the ads is a depressingly large quantity of the core target market. With cyber bullying as it is, this is like advertising a means to carry out what is said in the ads. Especially with those in the core target market, (and those younger) being susceptible to such messages.
and i really dont see how that is a good thing, do you?
And for the record, Im 19.. do i fit into this target audience?
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