Vivaldi played the leading role in a multi-channel PR program for the regional launch of the flagship Huawei Mate 8 smartphone. Celebs and social, native advertising and close partnerships with key media, all to power Mate 8 to the top of the SEA league
Objectives:
To generate ongoing and effective English/Thai media coverage through the engagement of high level celebrity ambassadors and native advertising.
To connect to media stakeholders and their readers in lifestyle and business arenas, emphasizing the dual personality and wide functionality of Mate.
Work closely with premier agency Publicis to support product messaging and paid digital marketing; and internally with Huawei to deliver on its group brand positioning mission.
Huawei Mate 8 is the most powerful smartphone currently made, the first to feature a Kirin 950 chipset and with better battery performance than any rival phone. Huawei is not necessarily a “go-to” brand in Thailand, and so the PR push had to deliver on brand growth objectives as well as positioning Mate 8 as the best performing smartphone. With celebrities Ananda Everingham and Joe Travisavet, and partner agency Publicis, a huge team effort generated massive online reach and very powerful native advertising over many months in English and Thai languages – both on and off line.
A total of 341 stories from the brand ambassador teaser release series, including product launch, product review, and gossip news features generated over THB 53.37 million in PR value from the editorial coverage in Broadcast, Print and Online combined. The integrated approach taken by Vivaldi made Mate 8 the Talk of the Town. Now media outlets in Thailand are keen to get hold of Huawei’s future phones, realizing that the Chinese manufacturer is the best choice for “a New Style of Business” in Asia Pacific markets.
