Waterproof Your Love

HUAWEI Mate 10 Pro

Upgrade mobile phones with more human connections

Strategy

HUAWEI Mate 10 Pro, as a newly launched high-end smartphone, needs to deliver its upgraded waterproof feature, and distinguishes itself from the competitive smartphone market in China. 
Communications with the target group at 30 to 45 year-old people who lives a stable life with successful career, can be more about the content with familiar background rather than the format. By creating a scenario using the product (mobile phone), we present the product feature added with human touch, to underline the superior communication experience by the new technology.
Based on the distinctive waterproof feature of HUAWEI Mate 10 Pro mobile phone, we created a video to convey that family is the place where love is expressed, and we can connect to this love under any conditions using mobile phones. 

Execution

“After braving a fire, a firefighter starts a video call with his wife and daughter. Seeing her dad’s darkened face, the little girl took the phone to the tap to try to help clean her dad’s face on the screen. You can see tears of joy in the firefighter’s eyes.”

 

Love and care - the heart of family, are delivered in the video through the use of mobile phones. Meanwhile the waterproof feature of HUAWEI Mate 10 Pro mobile phone is ingeniously proven and is an integral part of the storyline. 

HUAWEI

MATE 10 Pro

 Surprising results on Social Media

Results

As a low-budget campaign, the touching story had surprising results as it gained empathy from millions of families and was highly appreciated and promoted by National Fire Department.   

 

Within two months after the campaign launched, the results were:

2.25 billion viewers via TV and online media.

63.35 million times played online.

15.17 million viewers on social media.