Launching Huawei's new flagship device

To launch its HUAWEI P20 Series flagship devices, Huawei New Zealand wanted to throw a launch event on a larger scale than ever executed in the NZ market before.

In early March, Huawei tasked Pead PR with executing the Huawei P20 Fed Street Festival – a free music festival on Auckland’s Federal Street in partnership with SKYCITY. Pead PR took this brief and over six weeks, managed the festival through from concept, to execution on Friday 13 April.

Pead PR secured a line-up of talented local artists SACHI, SWIDT, Kings, Chores, JessB and Jetski Safari; created event assets including a festival logo, invitations, and branded banners; onboarded event partners J&A Productions to manage the artists, lighting and staging; locked in a media partnership with NZME; liaised with Huami on details of the festival VIP space; and worked with SKYCITY to ensure Federal Street was optimised for a large-scale event and on all other event details.

Festival PR was accompanied by a comprehensive social media strategy, including a traditional social media posting schedule, festival Facebook event page, and three performances live-streamed from the festival itself. Results were outstanding with more than 230,000 New Zealanders being reached organically and a total social reach of 1.4m.

Pead PR worked with Flame Tree Media to create festival quality Facebook live streams which allowed fans outside of Auckland to view the show. Together, these live streams reached 50,000 people and generated 7000 comments. Pead also liaised with all artists and their managers to secure social media coverage from the artists’ accounts.

On event day, Pead PR managed a VIP area at Huami restaurant, which kicked off with a presentation from Huawei senior staff, with the area having an incredible turnout of 324 guests over the evening. Music then kicked off between 4:00pm – 10:00pm, resulting in a six-hour festival extravaganza.

To encourage social media activity on the night, Pead arranged three P20 devices for ZM festival MC Georgia Burt to give away to the crowd by using the festival hashtag #HuaweiP20FedStFest.

The festival had fantastic attendance from energetic crowds, in line with the brief provided by Huawei and the target demographic for the P20 Series devices. Feedback was amazing, with many guests commenting on social media that they had an incredible time and would love for Huawei to throw the event again!