Huawei DM MAP IN YOUR HANDS by J. Walter Thompson Beijing

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Industry Automotive products, services and accessories
Media Direct marketing
Market China
Agency J. Walter Thompson Beijing
Creative Director Jing Zhou
Art Director Qu Zhang, Xianfeng Chen, Jiahuai Fu
Copywriter Murphy Chou Leo Burnett Taiwan, Shanliang Zhang, Chaowen Zheng
Released September 2010

Credits & Description

Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Advertiser: HUAWEI
Product/Service: U800 GPS HANDSET
Date of First Appearance: Sep 6 2010
Entrant Company: NEWSUN/JWT ADVERTISING, Guangzhou, CHINA
Chief Creative Officer: Murphy Chou
Creative Director: Qu Zhang
Creative Director: Jing Zhou
Copywriter: Murphy Chou
Copywriter: Shanliang Zhang
Copywriter: Chaowen Zheng
Art Director: Qu Zhang
Art Director: Xianfeng Chen
Art Director: Jiahuai Fu
Accout Director: Lin Tan
Media placement: Handset Posters - Handouts - 06/09/2010

Describe the brief/objective of the direct campaign.
Currently, there are many foreign brands of handsets with GPS, and the competition among these brands is fierce. We would like to convince consumers that as a local brand, Huawei U800 provides the most precise GPS local maps in China.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
In major cities in China, we designed the handset poster into a local map, and folded the map according to the real size of the handset. We handed out these folded maps that look like U800 free of charge, at airports, train stations and other places where businessmen often pass by. When people received these updated maps, they would believe Huawei U800 knew the locality the best.

Explain why the creative execution was relevant to the product or service.
At major train stations and airports in China, there are people who hand out free maps, which include information of hotels, car rental and sightseeing etc. When busineesmen travel to new places, this kind of maps are really helpful. Once they receive our map, they can see its association with Huawei U800's GPS. The latest updates are all shown on our map, which makes people believe that Huawei U800's GPS provides the most precise information.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Over 180, 000 posters were handed out;
In the month of the campaign, the sales of Huawei U800 increased 320%;
In a survey on popular business handsets, Huawei U800 soared to top 5.