Design brief
Huawei S7 Slim Tablet Consumer Launch
When you have a hot new product like the IDEOS S7 Slim Tablet a lot rides on getting the right awareness in the minds of the public when you go to market, especially in an arena where so many new competitors are flexing their muscles. That’s why Huawei, the worldwide telecommunication giants, chose Wetpaint Advertising to distil the products unique selling points and launch to market with a creative idea that captivated the imaginations of all of those early adopters.
Our team developed a fresh new look and feel that incorporated the fun and the technological aspects of the product in a way that immediately breaks the tired norms of traditional cellular advertising. Wetpaint Advertising developed a multiplatform campaign that utilised both traditional and non-traditional media to deliver an exciting message to South Africa — Ignite the Fun with the IDEOS S7 Slim Tablet!!
The consumer journey began with an extensive campaign utilizing street poles, print advertising and an incredible online competition featured on a custom built micro-site that delivered great amounts of information to the public. The journey ended with a brilliant competition on Gareth Cliff᾿s morning Drive on 5FM supported by a well planned and executed generic campaign to build brand awareness.
The public responded with great enthusiasm with an influx of entries to both the online and radio competition that both delighted and amused us all. Retailers swiftly began reporting an influx of purchases and soon additional retailers where added to the mix who had chosen not to stock the product before. Network and retail orders were far greater than initial target and are still rising!
Huawei S7 Slim Tablet Media Launch
Whilst the public where enjoying the excitement of being caught up in the IDEOS S7 Slim Tablet rush a number of important individuals where being targeted by the client to deliver that tactical advantage in going to market. These included a strong media contingent, dignitaries as well as important figures in the cellular and retail sectors
Media launches have in the past become a little bit of old hat and journalists are notorious for coming to pick up their gifts and leave. We needed to ensure they not only stayed but delivered glowing reviews of the product, the company and of course the function itself.
Our team delivered gigantic lighters with cryptic invitations encouraging attendees to “Ignite the Fun with Huawei,” in some cases straight into the hands of some of the biggest big wigs of media and the networks!
Reporters, business men and notables from as far afield as Cape Town descended on the boutique evening entertainment experience that is SET Nightclub, located in the design quarter in Rosebank — a prominent Johannesburg Suburb. Greeted with magnificent designer cocktails in the company’s corporate colours and fire dancers who built the drama with incredible feats of pyrotechnic panache guests were soon in the mood to enter the discreetly closed club to discover what it was that was causing all the excitement.
Models graced the shop windows demonstrating the company’s wares to the guest and teased them with glimpses of the product range’s true potential. A giant graphics wall demonstrated the interconnectedness of the product range which clearly separates their products from the pack.
Singers, dancers, models and happy guests where ubiquitous throughout the evening which saw over 25 guests receive free tablets to take home for themselves, and presentations by Google, QUALCOMM and Huawei thrilled the guests with exciting developments yet to come.
Ultimately the event garnered a 98% attendance as well as firm commitments for over half a million in PR support from several media groups. An number of networks signed on to do major deals over the next few months with Huawei, and the future is certainly as bright as the eyes of our clients were at the end of an exhausting and incredibly successful function.
