Radina Galabova | Huawei : The Power of Touch
Art Director Portfolio - London
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Huawei : The Power of Touch

Project Description

How do you show the power of touch through a less powerful screen?


For the launch campaign of the latest flagship phone, the Huawei Mate S, using the product brand positioning “Power Of Touch” we created a brand awareness campaign that had to promote the biggest feature of the new phone – “press touch” (or 3D touch as iPhone called it when the iPhone 6 came out the following month). The objective was to create mass awareness on digital and was measured by the increase google search entries for the Mate S.


We created an easter egg hunt where fans would be given a clue on the social media channels, and non-fans through banner ads. Each day a new search term, based on a feature of the Huawei Mate S phone, was posted on social media. The search would land you on our microsite where you would discover the 3 key features of the new phone. We created a series of real-but-not-real interactive touch videos where you would have to follow a fingerprint on the screen guided with music and visual effects. Similar to the Skittles youtube videos as part of theĀ Touch The Rainbow campaign.


We also used the brands Instagram channels and created tags through which users could “touch to explore” the top 9 features of the phone, mimicking a product microsite that lived on Instagram, all using the native Instagram features.

Project Details
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