Insight

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

Execution

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. 

Result

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.