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Huawei creates global push for Ascend P7 smartphone launch

Huawei has unleashed a mass campaign to support the launch of its new Huawei Ascend P7 smartphone. WPP’s TeamHuawei, dedicated to provide global communications services to the marketer is the agency on the campaign.

The campaign concept, ‘Excellence with Edge’ celebrates people who do things differently, such as innovators, trendsetters and those who challenge status quo. The campaign also builds on last year’s flagship P6 campaign, ‘Elegance with Edge’.

Launching worldwide, ‘Excellence with Edge’ includes TVCs, key visuals for print, online and OOH, a POS leaflet and a design story video. The TVCs and key visuals feature stories about visionaries – a pianist and a fashion designer – who push the boundaries in their fields. In one TVC, the pianist performs in front of a large audience on a futuristic glass piano, which represents the P7’s gorilla-glass back and futuristic design.

“The ‘Excellence with Edge’ campaign follows on from ‘Elegance with Edge’, just as the P7 is the next generation P6. We are confident that this next phase in the evolution of our brand strategy will take Huawei to the next level to become a strong consumer brand,” said Amy Lou, Global Brand Director, Huawei Consumer BG.

“Huawei is on a global mission to revolutionise smartphones and we are delighted to be an integral part of this journey. We are committed to advancing Huawei’s global reach and our goal is to elevate the brand to the next level with insightful, creative strategy,” said Arthur Yu, Worldwide Managing Director, Consumer Business, TeamHuawei.

Huawei is one of the few Chinese brands to have earned major success in the global market. The company launched the Ascend Mate 2 4G smartphone in January at the Consumer Electronics Show, Las Vegas, and the Ascend G6 smartphone in February at World Mobile Congress, Barcelona, for which TeamHuawei provided marketing communications strategies.

Noor Fathima Warsia

A veteran journalist in the Indian marketing, media and advertising fraternity, Noor Fathima Warsia took on the role of Group Editor -– APAC for Digital Market Asia in May 2013. Noor has focussed on tracking trends and developments in the Indian media industry.