Huawei | Faster to the Future
SCOPE
Evolve Huawei from a “Chinese Telecom Infrastructure Provider” to a “Leading North American Global Technology Brand.”
BRAND
Saying you are the largest telecom company in the world doesn’t register with people when they can’t hear you speak.
POSITIONING
With a vision “To enrich life through communication,” Huawei has earned a reputation as one of the most dynamic, fastest growing, innovative global technology companies today. In America, however, they had no voice. Huawei commissioned OTTO Brand Lab in collaboration with BrandingBusiness to help introduce the brand to the North American market.
STRATEGY
- North American Brand Evaluation/Study
- Brand Strategy (3-Year Road Map)
- Brand Positioning
- Creative Platform
- Tagline
- Corporate Narrative & Messaging
DESIGN
- Brand-based Marketing Systems
- Image Library
- Brand Voice
- Content Strategy
- User Experience
- Website DesignBrand Strategy (3-Year Road Map)
- Brand Positioning
- Brand Messaging
- Digital Brand Integration
ACTIVATION
- Employee Engagement
- Sales Engagement
- National Advertising—print and digital
- B2B Advertising—print and digital
- Olympic TV Commercials
- Corporate Sustainability Video & Campaign
- Digital & Website Maintenance
We developed the brand position “Faster to the Future” with a three-pronged strategy that highlights Huawei’s state of the art technology, fueled by their unprecedented investment in R&D.
National Ad Campaign: Huawei’s technology was born in the digital age. To start the conversation with the American public, we focused on the future by highlighting young people’s dreams through the lofty ideals of great Americans.
Three-Phase Plan: We created a three-year plan to introduce Huawei to the American public.
OTTO conceived, wrote, storyboarded, and produced three commercials for the summer Olympics, highlighting Huawei’s real-time connected products.
To demonstrate the company’s commitment to the markets it serves, we created a global CSR program highlighting its many initiatives that are helping people around the world.
Challenge
Saying you are the largest telecom company in the world doesn’t register with people when they can’t hear you speak. Huawei Technologies is the world’s largest provider of telecommunications technologies and China’s second largest privately held corporation. With a vision “To enrich life through communication,” Huawei has earned a reputation as one of the most dynamic, fastest growing, innovative global technology companies today. In America, however, they had no voice. Huawei commissioned OTTO Brand Lab (OTTO) in collaboration with BrandingBusiness (BB) to help introduce the brand to the North American market. OTTO worked with the executive team at Huawei to evaluate brand opportunities and assist with developing Huawei’s overall brand strategy, positioning and creative approach.
Strategy
As many technology companies begin to create and manage their brands, the first instinct is to talk about the technology. Industry jargon tends to take precedence over the bigger picture and brand promise. For Huawei, we conducted a North American brand evaluation study using BB’s Brand Performance Platform, and we developed a brand promise and creative driver that embodies the existence of “what’s possible” when you dream of the future and deliver on reality. The new brand positioning campaign “Faster to the Future” was introduced through an updated digital experience in the North American market, full-page ads in the Wall Street Journal, and TV commercials created to introduce the brand during the Olympic games.
Outcome
The opportunities identified by our research have become the core focus for Huawei in North America. The new brand positioning campaign “Faster to the Future” was introduced through an updated digital experience in the North American market, full-page ads in the Wall Street Journal and TV commercials created to introduce the brand during the Olympic games with an integrated social responsibility campaign.
