Huawei launched in Australia over 15 years ago, but it's been a very slow burn - especially before the geo-political storm hit. It was a Chinese brand with global creative that had no connection with Australia. As a result, it was difficult to be anything but an outsider. By realising we were never going to convince the global team to deviate from the global ATL work, we put together a plan that would feel less risky for their global partners and developed a social idea to make this foreign brand feel a little more local.
If you can't change something, it's not the end of the road. Look for what you can affect.
Before Trump got involved, Huawei Mobile was the fastest growing mobile phone in the world. In 2019 it became the third best selling phone with its strength being in Asia and Europe. However, Australia was one of its weakest markets and with the launch of the Huawei P30 Pro, we wanted to change that. Although our technology might have been rated #1 by the tech blogs, as a brand, we were an outsider. We needed to become an insider. Introducing #AussieTones.
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The P30 Pro became Huawei Australia's most successful launch of all time breaking all sales records and 12% above sales KPI's.