The idea was to tell stories about real people who used ‘touch’ in an extraordinary way.

• Implementation: A long-form film that told the story of a diver in the Bahamas who used touch to entrance sharks.

• Timeline: Filmed in August 2015 and released in October 2015.

• Placement: Online media.

• Scale: N.A.

1. Increased Huawei’s revenue from high-end devices

• Mate S shipments exceeded 800,000 within 4 months of its release, with sales occurring in 48 countries in Asia and Europe*

• Huawei’s market share in the high-end smartphone market was ranked top 3 in market share in Spain, Italy, Belgium, Switzerland and Portugal*

2. Boosted Huawei’s global awareness and spurred consideration

• Aided awareness increased to 76% in 2015, from 65% in 2014**

• Consideration increased to 34% in 2015, from 18% in 2014**

3. Elevated Huawei as a premium brand

• An increase on brand imagery attribute ‘premium’ – 20% of consumers perceive Huawei as premium, compared to 18% in 2014**

• Consumers recognized Huawei’s momentum forward. 41% of consumers perceived Huawei as ‘keeps on progressing/advancing’ in 2015, compared to 35% in 2014***