We ignited people’s in built sense of curiosity and intrigue, then let human creativity do the rest.

Our smartphone camera has two amazing lenses, its USP, so we created a unique hashtag #OO to launch the product. We started to seed this hashtag everywhere, from multiple social platforms, to arresting outdoor and disruptive online media.

All touch points drove consumers to a portal where a film inspired by #OO ignited the audience to join the party and “go create”.

There was a live countdown on this portal constantly ticking down to add to the intrigue.

People flocked the portal in their millions, with the film getting over 2.3 million views in under 2 weeks.

It has ignited a wave of self-expression with tens of thousands of unique creations of #OO on Instagram alone.

This teaser phase culminated in a dramatic launch event where the amazing Huawei P9 was finally revealed.

The campaign ran in media for two weeks (22 March – 5 April 2016), covering digital and print media including banner ads, Gmail ads, YouTube pre-rolls, promoted and organic social activity and traditional OOH.

The digital banner creative was served in the UK, Spain, France, Italy and Germany,adapting at a local level in many other countries.

The activity was posted on Huawei’s global social channels (Twitter, Instagram and Facebook). Key posts were promoted within each market in Western Europe. Adapting in real time, we targeted different audiences based on the social media channel. We found that Huawei Twitter followers were more technology focused and the journalist audience would respond better to a product focused post instead of a lifestyle focused post.

We selected iconic locations in the capital cities of our key markets to ensure maximum impact for our OOH, leading to several consumers posting photographs of the OOH on social media.

All media directed traffic to the #OO landing page, acting as a central campaign hub housing all the content created including the #OO video, photography by commissioned photographers from Conde Nast Traveller and National Geographic on the new smartphone, curated UGC and teaser imagery of the new device.

The results below cover UK, Spain, France, Italy and Germany over the entire two week campaign. The total impressions for all media was 328,988,699.

Views totalled 10,452,950 for our social activity, resulting in 2,164,090 clicks and 92,730 interactions across Facebook, Twitter and Instagram. We achieved 3.2% overall conversion from impressions to views. And the reach for Facebook and Instagram totalled 62,747,181.

Our digital banners achieved an impressive 0.64% click through rate which smashed our target of 0.55%

Not only did our campaign spark impressive figures it also inspired the creativity of people globally. We saw people flocking to their social media channels flooding the #OO hashtag with their creative interpretation of what #OO meant to them.