Huawei, one of the world’s largest smartphone brands made their plans for entering the Indonesian market in November 2014. With the market being dominated by other brands who penetrated the market earlier, and with research showing staggering negative perceptions about Chinese brands, Huawei knew it has to enter the consideration set and get them to the store, because the retailers can educate the market with the product benefit and durability.
With tukar tambah (trade and add) and word of mouth being such an integral part of Indonesian phone buying culture, the brand knew these would be the key in putting Huawei in people’s consideration set.
The idea “Tukar Untung” or “Lucky Trade” is born, where people could participate in the campaign by comparing their phone to a Huawei phone and make a Twitter post on why they think a Huawei phone is better than their current one. The most unique and creative submission can win a chance of trading their old phone with the desired new one.
A combination of GDN, social, mobile and ambient advertising, with a comical message of ‘why would you settle for less?’ featuring our character Tony Tareek, encouraged them to trade in their current smartphone for a Huawei. People could participate in the campaign by comparing their phone to a Huawei phone and make a Twitter post on why they think a Huawei phone is better than their current one.
The results were amazing; with 120,000 comparisons made, 16,000 joined the competition creating 50 million organic impressions and over USD 110,000 media value. All contributing to changing the Huawei quality perceptions through WoM.