CHALLENGE
HUAWEI SOUGHT TO LOCALIZE THE WATCH GT5 PANDA MASCOT IN A WAY THAT WOULD RESONATE DEEPLY WITH MALAYSIANS. THE TASK WAS TO CREATE A PLAYFUL YET PREMIUM ACTIVATION THAT COULD BRING OUT THE WATCH’S KEY FEATURES OF HEALTH TRACKING AND MOOD MONITORING, WHILE MAKING THE PANDA MORE THAN A CHARACTER – TURNING IT INTO A BELOVED CULTURAL TOUCHPOINT

STRATEGY
OUR APPROACH WAS TO DESIGN A POP-UP EXPERIENCE THAT FUSED TECHNOLOGY WITH PLAYFUL INTERACTIVITY. BY ANCHORING THE JOURNEY AROUND LARGER-THAN-LIFE VISUALS AND HANDS-ON ACTIVITIES, WE CREATED MOMENTS THAT DREW PEOPLE IN, DELIGHTED THEM THROUGH SURPRISE, AND KEPT THE FOCUS ON THE HUAWEI WATCH GT5’S FEATURES. THE STRATEGY WAS SIMPLE: MAKE THE PANDA A COMPANION THAT MALAYSIANS COULD SEE, TOUCH, AND CONNECT WITH EMOTIONALLY

IMPACT
THE ACTIVATION BECAME A CROWD-PULLER, WITH THE PANDA MASCOT TURNING INTO A LOCAL FAVORITE. THE DESIGN WAS SO SUCCESSFUL IT WAS LATER REPLICATED IN THAILAND AND THE PHILIPPINES