After being appointed as HUAWEI New Zealand’s agency of choice, Pead PR was asked to launch the P10 Series, HUAWEI’s 2017 flagship device, which offers a world-first Leica camera and te reo Maori language function. A key part of the project was to differentiate Huawei within the highly-competitive smartphone industry by projecting the brand beyond the technology pages, into the fashion and lifestyle pages.
Pead PR proposed a two-phase campaign, consisting of a trade and media launch followed by a consumer launch.
As part of the trade and media launch, Pead PR secured a partnership with leading NZ fashion brand Zambesi, who designed a bespoke collection to represent the P10 Series’ colour palette. The collection was revealed at a launch event held at Dawson & Co in Parnell and MC’ed by Stacey and Scotty Morrison, who highlighted the P10’s te reo function due to their strong connection with the language.
The event was attended by more than 140 media, retail partners and stakeholders, as well as key technology media, who attended a private technical session ahead of the main launch. Guests were encouraged to share their first-hand experience with the P10 device using via interactive selfie stations, which resulted in the hashtag #HuaweiP10NZ trending on Twitter for 24 hours and additional social media buzz.
For the consumer launch, Pead PR executed a strategic media partnership with VIVA magazine, consumer social media competition and Zambesi shop-window collection display, which combined with the trade and media launch, secured fantastic coverage for the Huawei P10 across New Zealand’s fashion, lifestyle, general news and technology sectors.