2016 Winners & Shortlists

HUAWEI MATE 8 SMARTPOWER TECHNOLOGY

BrandHUAWEI
Product/ServiceMOBILE DEVICES / ELECTRONICS
EntrantMADDICT Dubai, UNITED ARAB EMIRATES
CategoryUse of Mobile Technology
Entrant Company MADDICT Dubai, UNITED ARAB EMIRATES
Advertising Agency MADDICT Dubai, UNITED ARAB EMIRATES
Media Agency INITIATIVE Dubai, UNITED ARAB EMIRATES

Creative Execution

When users are browsing a mobile application and their battery goes below 30%, a full-page ad pops up informing them about Huawei’s Mate 8 superpower technology. The same applies for when below 50%, and when they plug their phone in the charger. After crafting the emotional Ad strategy, we needed to make sure we are completing it right. We guaranteed that the campaign is served on all platforms especially on Android and IOS devices. We also assured targeting the right audience segments and the relevant competition devices across the GCC markets mainly KSA, UAE and Kuwait (and others).

When the CTR had peaked during first week at 9.98% in Kuwait market, and at 8.39% in KSA, although this particular market has consumed the biggest chunk of the campaign's traffic so far. The UAE market also delivered a exceptional average CTR of 8.93% during the first week post launch. The results were exceptional, with an engagement rate 10 times higher than the industry average. Kindly note that CTR is calculated when user is clicking on the "LEARN MORE" button enticing user to the Huawei Mate 8 website. In depth results and analysis show that another competing Android device is contributing to the highest engagement rate with a CTR of 12.31%, and a second competing Android device (from another manufacturer than the latter) served 20% of total campaign during same phase. Finally, the success of this highly engaged campaign is contributed to the emotional Ad strategy and the trafficking treat.

With the launch of the new Huawei Mate 8 devices, Huawei wanted to shed light on their latest “Smartpower” technology that makes the device’s battery life endurance 30% higher than any other device in the market. Expectations are high as mobile continues to be the fastest growing platform in digital advertising; simple brand exposure is no longer enough. Marketers must achieve sophisticated audience targeting, high impact, direct engagement, and a welcome reception to their message. Understanding that user receptivity is essential to brand recall and participation at any given moment, we have created a contextualised message to align with the consumer's emotional moment. We decided to catch the consumers at the emotional breakthrough moment when their phone battery was becoming empty. We have leveraged data from bi-directional communication to understand users feelings at different points of their journey. We offered a native, contextually relevant message to enhance the user's experience

Credits

Name Company Role
Ziad Ghorayeb Initiative Uae Head of Digital Initiative MENA
Rami Gholmieh Initiative Uae Digital Media Manager
Patrick Samaha Sky News Arabia Chief Sales Officer
Maud Moawad Maddict Managing Director
Fahed Moubarak Maddict Business Development Manager
Johnny Chemaly Maddict Operations Manager
Rabih Awad Maddict Production Team Lead
Daniel Malaeb Maddict Publishers relationship manager
Links
Mobile URL   |   Additional URL 1   |   Additional URL 2   |   Additional URL 3