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.
- 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.
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.
“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.
- 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.
Log in Zalo
Click “Connect” icon then tab “Zalo Page”
Choose Huawei put on Zalo Hot page
Chat with page
Click the banner or the menu bar
Huawei gives you 100,000 points as 100,000 VND
And a unique link to start the game
The score raises 20,000 VND/ invitation. The more people you shoot, the more points you get.
“Invite friend” icon drives hunter to “Find Friends Nearby” feature
Zalo system replies a long friends list around 2 km
Choose friends and invite them to join the hunt
Or gather friends into a group to share it faster
Sticky messages were always on top of notification
New feeds ad appeared with high frequency
Final record 10,990,000 VND
The winner breaks the record: