Smart madness

Artificial

Intelligence

for the next crazy

idea you come

up with

HUAWEI

Launch campaign of the Huawei Mate 10, the first Smartphone with Artificial Intelligence in the market.

#SMARTMADNESS

THE

CHALLENGE

The Mate 10 model had to be the most important launch of the year for Huawei, not only because it incorporated all the new technologies of the brand, but also because, for the first time, it had a high range product that would compete directly with Samsung and Apple. However, and in spite of having exceeded the features offered, the competing brands were much more valued and better positioned in the market. This was supposed to hinder sales, since the main purchase driver in this high range product segment is usually the brand and not the product itself.

THE

goal

Turning the launch of the Mate 10 into a brand statement that would enable us to build an emotional bond with consumers.

our

approach

Huawei’s purpose is to make the best technology available to the people in order to enhance their world and their lives. It believes in the human being’s dreams and power to make possible whatever seemed impossible. Starting from this positioning, we wanted to pay tribute to all those visionaries who have changed our world through their innovative ideas. Surely, when these ideas came up, they must have looked like true madness. Artificial intelligence is probably one of those advances that might sound like science fiction, but it has landed to stay and to make our lives easier. The aim of our campaign was not only to place value on the device’s new technology, but also on what the human being can do with it.