People were queuing and camping outside the Apple Store in Singapore 24 hours ahead of the official sales - there was an opportunity to engage with fans in the queue for a Huawei ambush campaign and capitalize on the opportunity, draw attention to Huawei building brand awareness and generate word of mouth
We hijacked fans in the queue with a free Huawei Powerbank to help get them through the night.
We thought it would be a good idea to give them a boost of charm and charge.
Along with the powerbank came a card, with the message:
Here's a power bank. You'll need it. Courtesy of Huawei.
We had ZERO investement in Media.
The intention was to have a complete organic strategy, where members of the public, people in the queue and bloggers from across the region captured the stunt in action and uploaded the content as user-generated content.
The simple gesture of giving out 200 powerbanks worth $70 each was immediately picked up and made global news in 48 hours:
$0 Invested in Media
41 Countries Reached
5.26 Billion Media Impressions
341k Social Media Shares
11.9 Million Views
$395 Million USD in Earn Media
And had a direct impact in Singapore with Huawei market share increasing by 775% from August 2017 to November 2018.
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