CHALLENGE
HUAWEI WANTED TO LAUNCH THE PURA80 SERIES THAT WOULD NOT ONLY SHOWCASE ITS MARKET-LEADING LOW- LIGHT CAMERA TECHNOLOGY, BUT ALSO LEAVE MEDIA, DEALERS, INFLUENCERS AND CONSUMERS WITH AN UNFORGETTABLE IMPRESSION. ONE STRONG ENOUGH TO OUTSHINE COMPETITORS

STRATEGY
TRANSFORM THE TYPICAL PRODUCT LAUNCH INTO A CINEMATIC “POP-UP THEATER” JOURNEY. EACH SCENE WOULD BE A LIVE, CURATED SET DESIGNED TO REPLICATE CHALLENGING LIGHTING SCENARIOS, ALLOWING GUESTS TO TEST THE PURA 80 SERIES DIRECTLY AGAINST THEIR OWN DEVICES, SIDE BY SIDE

IMPACT
MEDIA FEEDBACK WAS OVERWHELMINGLY POSITIVE, WITH MANY CALLING IT THE MOST EFFECTIVE HANDS-ON PRODUCT DEMONSTRATION THEY HAD ATTENDED. THE DIRECT SIDE-BY-SIDE COMPARISONS CONVINCED EVEN THE MOST SKEPTICAL PARTICIPANTS OF THE PURA 80 SERIES’ SUPERIOR PERFORMANCE IN CHALLENGING LIGHT CONDITIONS, GENERATING STRONG ORGANIC COVERAGE AND BRAND ADVOCACY