In France, Huawei suffers from a low brand awareness in comparaison to Apple and Samsung, its two major competitors. Yet, its products are as good if not better on some assets. For instance, the battery of the new Huawei Mate 9 can last up to two days, thus being the longest lasting battery on the market. Given this opportunity, how could we help Huawei emerge on the French market ?

The campaign was divided into two parts. First, to trigger people’s engagement and create tension, we started with a teaser film on Facebook telling the terrible experience of a young man whose girlfriend had broken up with him because he had ran out of battery while being on the phone with her, thus generating a misunderstanding between them. Then, a few days later, we revealed our innovation, the « donor’s cable », to the people who had been exposed to the first video. Moreover, all the people who decided to buy a Mate 9 after that were given a cable in order to demonstrate to their friends and relatives the power of the its battery.