The objective of the Huawei campaign was to increase Brand Awareness and the sell-out of the new Ascend P6. The biggest challenge for the brand was maximizing the results of the promotional days by selecting various touchpoints, both physical (retail store) and digital (email and web), to offer the customer a 360° customer experience. Furthermore, it was necessary to create a positive relationship with the sales staff to showcase the features of the Huawei products and facilitate a bond with the brand.
IN STORE ACTIVATION
Demo Days for Huawei Ascend P6
CLIENT: HUAWEI
The promotion for the launch of new products requires innovative solutions. On the occasion of the launch of the new Ascend P6, promotional days were organized in ten retail stores across Italy.
Objective
Our solution
Target organized Demo Days, designing a shopper marketing strategy that involved 10 retail stores across Italy and was articulated in 5 main points:
– Engage Brand Ambassador
– Traffic generation
– Demo
– Store staff training
– Engage customer
The Brand Ambassadors, who in addition to managing the stores, influencing the purchasing process, and representing the brand, also had an important role online. They had to be active on social networks, follow the editorial calendar created ad hoc, and post the different content day by day.
They were given an Ascend P6 to use during the promotional days, to carry out effective demonstrations depending on the customer they were facing.
To capture attention and engage the customer within the retail store, we played on the brand’s pronunciation. Our Brand Ambassadors had to challenge customers to correctly pronounce ‘Huawei’. A good Brand Ambassador must know how to offer the right product to the right customer, which is why we outlined the profile of 4 typical consumers based on their needs and smartphone usage:
– Connectors: users who consider the smartphone a tool that increases productivity.
– Enthusiasts: those who are always looking for the latest product on the market.
– Essentials: users who look at a smartphone’s utility and favor ease of use.
– Independent: for them, the smartphone has an identity function and serves to reinforce their image.
After the product demo, the Brand Ambassador had the task of inviting the customer to try the Ascend P6 by playing Candy Crush and sharing their Huawei experience on social media. After the demo, the gadgets could be distributed to them: a phone holder to attach to the power outlet.
To advertise the activity, flyers were distributed and a DEM newsletter was sent to a list of users to invite them to try the Ascend P6 at the retail stores.
Both the newsletter and the flyer launched a challenge to highlight one of the main features of the new Huawei product, which was ‘finding so much technology and design in just 6.18 mm of thickness’. The newsletter also contained a teaser about the gadget and a call to action directing them to the retail store.
The final point of our strategy is the store staff training. At the retail store, the Brand Ambassador was tasked with creating a positive relationship with the sales staff and showcasing the features of the Huawei products. With the retail store’s consent, a ‘formal’ training session could also be organized, inviting a specialized trainer.
