Huawei calls for 'test pilots' in 4G campaign

Huawei: Chinese telecoms group markets its 4G smartphones
Huawei: Chinese telecoms group markets its 4G smartphones

Huawei, the Chinese telecoms giant, is launching a marketing campaign with the tagline 'Test Pilots Wanted' in a bid to highlight the speed of its 4G mobile products.

The creative, which was designed by Let Us Create, features a series of headshots of people whose faces have been distorted by the '4G g-force' as they hold a Huawei 4G device in their hands.

The campaign will call for test pilots to "strap in" and "prepare to be blown away" by the speed of the new Huawei Ascend P1 LTE, which uses 4G connectivity and has a 1.5GHz dual core processor.

M2M bought and planned the campaign, which will kick off tomorrow (16 November) with print, online, social media, out-of-home and experiential activity.

It is understood that M2M beat MPG to the media-planning and buying brief. Both networks were appointed as preferred partners for media-planning and buying projects following a pitch earlier this year.

The campaign follows Huawei's 'Beauty And Brains' activity for the original Ascend P1 handset in September, which was the brand's first significant marketing activity in the UK, since Marketing revealed its intent to develop a consumer proposition.

Jill Styring, UK and Ireland marketing director for devices at Huawei, said: "The ‘'Test Pilots Wanted' campaign delivers the focus and cut-through that new brands in hugely established and competitive markets require.

"The introduction of 4G technology in the UK delivers a lightning injection of pace into UK airwaves. It is hugely exciting to be a part of this era-defining moment. For speed and performance, Huawei's 4G devices will blow people away. This campaign perfectly captures that."

Huawei has stepped up its marketing over the last 12 months in a bid to break into the competitive UK mobile market and the brand appointed Bartle Bogle Hegarty to the global ad account for its devices business division in February.

BBH was charged with developing an integrated campaign to launch two new Huawei smartphone products and to develop a brand platform.

In July, Huawei signed a partnership with sports broadcaster and Olympic rights holder Eurosport to promote the Ascend P1 through ads during Eurosport's event TV over the summer.

In the UK, Huawei is run by executive vice-president Mark Mitchinson, the former head of rival manufacturer Samsung Electronics in the UK and Ireland.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug backs 'rubbish' mobile app with TV ad
Powerade launches global World Cup campaign
Subway considers taking fast food to fast lane with F1 sponsorship
Burberry's flagship Shanghai store facade responds to weather changes
Ikea splurges 'grey' Belgium with colour