A branding campaign aimed at expanding brand recognition in the Argentine market focusing on product quality, and at increasing market share in the local market.
The challenge before us, on top of tapping into the proper media mix, was to identify actions and channels that would cause the desired impact on the target audience.
To come up with an efficient media mix to attain Target Reach and Brand Awareness.
We managed to get Marley on board to use smartphone Huawei Mate 7 on TV show "Elegidos" on TV station TELEFE, where mobile phones are used by the audience to cast votes for a contestant to stay on the entertainment show, or else leave it. A direct link was established between technology and entertainment.
For Outdoor Advertising, dedicated high-impact efforts were devised. We explored ways to make the Huawei's Logo stand out in corporeal form. Drawing on the "International" character of Huawei as the world's 3rd leading manufacturer, we established a presence in the Ezeiza and Aeroparque airports.
On Digital platforms, we leveraged high-impact, innovative formats with a focus on segmentation options. We spread the reach of the commercial onto social media networks as well as renowned media outlets. We took center stage in the main technology segments of the market. We developed a strong synergy with the Offline strategy, including through the "Elegidos" mobile app. Strong presence in mobile applications and major newspapers. SEM strategy.
Our reliance on a media mix allowed us to attain pre-established levels of reach with huge impact, as we successfully contacted nearly 80% of the defined Target audience.