The smartphone industry faces a features arms-race, especially in the mid-tier range where me-too products shamelessly copy competitor capabilities and design. With the new Huawei nova 3, Huawei couldn’t rely on flagship features alone. Even with its superior AI and 24 Megapixel front and rear cameras for the perfect selfie, Huawei nova 3 needed to appeal to the heart, to stand out from the crowd and drive sales.
After in-depth analysis of our target, we realized that the millennial smartphone customer journey shared intriguing similarities with luxury skincare purchases. It was all about self-expression and self-discovery. Knowing that our audience wanted to project the right image, the Huawei nova 3 message was simple – any moment can be turned into a VIP occasion. Our “Like a Star” campaign expressed optimism, energy and a dynamic tone of voice that drove desire in our audience, compelling them to interact. It put them in the spotlight to make every Huawei nova 3 owner the star of their social circle.