## Huawei Southern Pacific Conference & P9 Launch

To create a business event that would appeal to trade partners and media across 7 countries – Malaysia, Indonesia, Singapore, New Zealand, Philippines, Papua New Guinea and Australia. Getting them on board in Huawei’s journey to claim a stake in the region’s mobile market industry.

To launch Huawei P9 in an unconventional manner depicting the theme “The New Choice”.

To host the event at a strategic venue, suited for the product launch, convention and gala as well as accessible for all delegates from participating countries.

## The Context & Challenge

To convince business partners that this brand was going to shake the market, and that it was here to stay. Huawei, a relatively new entrant in this region, needed to up its game in order to stand out from the competitors.

To gain trust and confidence from trade in order for them to help the brand push the products. To engage the media and be advocates for the brand.

Your browser does not support HTML5 video.

## The Process & Insights

One big launch event versus many small ones. This would not only demonstrate the ‘bigness’ of the brand, but also more cost effective.

Bringing Huawei’s strengths to life. We decided to choose an event location that could best bring out the traits of the Huawei P9, a place that would serve stunning photographic experiences, Bali, known for its stunning landscape as well as rich culture and traditions. A creative idea that is simple and easy to remember. We wanted to make a simple bold statement that summed up our stance, that we would be the “The New Choice” for all mobile devices in the market.

## The Strategy

An Immersive Conference. We transformed the stage into a live scene that came in the format of a fashion runway which allows real life experience for guests to try out Huawei’s products by capturing moments at a fashion show. The fashion show was a collaboration with Malaysia’s own up and coming designer, Silas Liew.

Gala Dinner Like No Other. The venue for the Gala dinner was intentional to create contrast between the modernity of the P9, with the beauty and authenticity of Balinese culture and tradition.

Bringing The Experience To The Finest Details. All efforts were made to the finest detail of branding the toiletry kits in the hotel rooms as well as a welcome kit consisting the famous luwak coffee and a sarong. We also provided all media a local SIM card to stay connected, especially when they needed to submit their reporting to their home countries about the event.

## The Results

The event was a huge success attracting representatives across 7 countries, 524 business partners and 113 media. Post event, the Huawei P9 sold over 100,000 units over a 4 month period. As of June 2016 (GFK report), Huawei successfully became the 2nd largest smartphone brand in Malaysia with a 9.6% market share.

Huawei always values those who helped us along the way and I would like to thank the agency behind this to make this possible for us

Mr Henry Hsu Yen Shuenn
Chief Operating Officer of Southern Pacific
Device Open Channel Management Department

Spiralasia is an agency which has consistently punched above its weight. They adapt quickly to our way of working, managing the many different departments that we have and is quick to respond to our needs. They are an all-rounder and always have our best interests in their hearts

Mr Danny Chin
Marketing Director
Consumer Business Group
Malaysia Representative Office

© Copyright 2017 Spiralasia. All rights reserved.