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Strategy

In July 2015, Huawei LAUNCHED 5 NEW SMARTPHONE MODELS in Vietnam. We needed the help from target audience group to spread the news by a viral awareness activity then assist Huawei in building more engagement.

Huawei’s 5 new smartphones are mainly focused on young adults from age 18 to 25, who are tech savvy users and dare to embrace the challenge.

 

MAIN BEHAVIORS:

- 70% of the targeted group has their location tracking on while accessing mobile internet to connect and share cool news with everyone nearby, or check-in wherever they are.

- The consumers are more willing to engage with the brand if their friends are engaging too, so mobile communication and social network interaction are the key drivers. (WOM’s benefits)

 

In understanding that youth is really active in social media and mobile, Huawei had teamed up with Zalo, top 1 OTT app in Vietnam, the most favorable mobile platform for youth to communicate. We spin Word-of-mouth into WORD-OF-MESSAGES with the intention of increasing brand awareness.

THIS SUMMER 5 SUPER MODELS IS COMING

Solutions

The most commonly used function in Zalo is “FIND FRIENDS NEARBY”, which was leveraged to the most excited mobile hunting game, the first “Friend-get-Friend” location – based game in Vietnam:
HUAWEI – THE AMAZING HUNT

HOW TO PLAY:
The game was integrated in Huawei Zalo page. Users entered the game by the initial link posted in Huawei page’s content feeds and chat box, or joined by friend’s sharing link. Additionally, new hunter received 100,000 VND and a Huawei’s unique sharing link.

THE MISSION:
“Shoot Your Friends” with this link and go viral the Huawei hunt as much as you can by location-based function “Find Friends Nearby”.
The more people you shoot, the more points you get, and of course their friends will join the hunt too.

We set the score ranks each week based on 5 smartphone models’ prices to make clear the goals, motivating hunters. Hence, we raise brand awareness for the new launching models.

THE IMPACT:

- Directly brought Huawei brand into daily conversation of Vietnamese youths

- Indirectly motivate the social connectivity in both virtual and physical life

- Enhance values in life in seamless effort way.

Results

How we did it

How to become a new hunter

1Sign in the game integrated on Huawei Zalo page.

Log in Zalo

Always on contents

Click “Connect” icon then tab “Zalo Page”

Actions

Choose Huawei put on Zalo Hot page

Actions

Follow page

Actions

Chat with page

Actions

Click the banner or the menu bar

Actions

2Click “Join now” to become new hunter.

Join now

Always on contents

Huawei gives you 100,000 points as 100,000 VND

Actions

And a unique link to start the game

Actions Actions

3“Shoot your friends” with this link, spread the word about Huawei, your score raises 20,000 VND/ invitation.

Invite friend

Always on contents

The score raises 20,000 VND/ invitation. The more people you shoot, the more points you get.

Actions

How the game go viral by location-based feature

Viral effect starts with “Find friends nearby” Zalo’s feature

“Invite friend” icon drives hunter to “Find Friends Nearby” feature

Always on contents

Zalo system replies a long friends list around 2 km

Actions

Choose friends and invite them to join the hunt

Actions

Or gather friends into a group to share it faster

Actions

Sent location-based sticky messages, new feeds ads

Sticky messages were always on top of notification

Actions

New feeds ad appeared with high frequency

Actions

How we encourage the hunter

The prizes are 26 Huawei smartphones. The score ranks each week were set as 5 smartphone models’ prices to make clear the goals and motivating hunters.

Week 1
1,690,000 VND

Always on contents

Week 2
2,690,000 VND

Always on contents

Week 3
4,990,000 VND

Always on contents

Week 4
4,990,000 VND
Final record 10,990,000 VND

Always on contents

The winner breaks the record:
718,440,000 VND

Always on contents

That’s the way we brought brand Huawei into Vietnamese youths daily conversation, motivate the connectivity right from their location, when they are on-the-go in both virtual and physical life as the phone actually does.

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