Smartphone Premiumness Redefined: how the HUAWEI Pura 70 Series blends style with the above-average capabilities of a high-end camera set-up

The addition of the Pura 70 series to the technology company's portfolio had an important stake: to reiterate HUAWEI's leading position in the smartphone market and to generate overall awareness for the smartphone category in the tech giant's portfolio.

The goals are easy to formulate, but not so easy to achieve in a crowded market, where launches follow with the speed of a flash, and the product has a competitive disadvantage generated by accessibility to Google services mediated by additional applications and a processor with capabilities limited to 4G in Europe, the standard in the induction being already 5G.

HUAWEI Pura 70, a FASHION FORWARD brand statement

The FASHION FORWARD concept is HUAWEI's promise to provide consumers with premium design products in line with the latest fashion trends, along with technical performance, on all devices signed by the Chinese manufacturer, and the Pura 70 series is no exception.

With a modern and innovative aesthetic that expresses a premium, minimalist and pure philosophy, the three models of the series, the Pura 70, the Pura 70 Pro and the Pura 70 Ultra, differentiate themselves from the competition by the set-up of cameras with above-average capabilities, of triangular shape.

Starting from this unique feature, the triangle becomes the element around which the entire campaign revolves.

Teasing

Guerrilla Marketing

HUAWEI released the first HUAWEI P Series smartphone 12 years ago. The HUAWEI P series has constantly developed the boundaries of mobile imaging and phone design. With the number 70, P transformed into Pura, a concept that celebrates the desire for creative expression and brings together fashion and technology.

The teasing component of the campaign included an element of guerrilla marketing to accustom tech media and their communities to its new name and pronunciation, PU-RA, with an emphasis on the last syllable, while increasing interest and curiosity for the series, whose official launch was approaching.

Journalists and tech KOLs were encouraged to share on their own social media channels a series of memes that emphasized the correct pronunciation of the name. At the same time, a press release was distributed to the press announcing the availability of the HUAWEI Pura 70 series for pre-order on the HUAWEI Store.

Prevista prodotto

For the tech press, a product preview event was organized that took place at Casa Mița Biciclista, in a premium decoration, in accordance with Pura's positioning.

The guests were greeted with a recital of classical music on the piano and were able to enjoy exclusively the pastries and drinks of the Mița Biciclista brand, the HUAWEI prebrief being the first corporate event hosted in the unique space near Amzei Square in Bucharest.

Journalists were able to test the product in a dedicated triangle inspired corner, “Forward Symbol Design”, and made short presentation materials that they later posted during the teasing phase of the campaign.

Results: were generated over 50 online articlesand social media posts with a Reach about 1 million.

Product reviews and advertorials

Product reviews

The reviews generated in the tech press and on the KOLs tech channels were an essential component of the campaign.

To balance the less positive aspects such as the lack of 5G, approach angles were pitched that focused on the technical specifications of the camera setup, with the Pura 70 Ultra taking first place in the DXOMARK ranking with a record score, triangular design, premium materials, high resolution display and last but not least extended battery life.

At the same time, it insisted on promoting microG and Gbox solutions, which provide much easier and almost native access to Google services and the most used applications, such as WhatsApp, AndroidAuto, Waze, banking applications, etc., Pura 70 being the series of HUAWEI phones with the easiest and most intuitive access to these applications after the US Government ban directed against the Chinese manufacturer.

Results:36 reviews generated with a reach of more than 1.5 million.

Activate with influencers at the official presentation of the HUAWEI Pura 70 series in Dubai

Eight influencers were invited to attend the official presentation of the Pura series in Dubai. This was held on the occasion of the HUAWEI XMAGE Global Exhibition, “A Warm World — 12 Years of Huawei Photography”, the largest exhibition of its kind in HUAWEI's history.

Participants had the opportunity to explore the functions of the phone during a safari at Dubai Safari Park and a foray into the desert.

Influencers: Irina Rimes, Roxana Voloșeniuc, Alexia Eram, Rosalie Kanda, Cristian Tudose, Ovidiu Buta, Adina Buzatu, Bojan Dordevic.

Results:Over 200 social media posts with a cumulative reach of more than 2 million.

Triangle, Forward Symbol Design

Collaboration Pura 70 series x Romanian Creative Week

Within the framework of a partnership with Romanian Creative Week, one of the most important events dedicated to the creative industries in Romania, which took place in Iasi from 15 to 26 May 2024, the PURA 70 series inspired a dedicated fashion collection, created by Cristian Samfira.

The presentation on the catwalk took place live within the section of the festival dedicated to fashion — Romania Fashion Week, organized in the Palas Gardens in Iași.

HUAWEI flagships inspired fashion designer Cristian Samfira to design the collection Super Symbol Design. This was based on the central motive of the series of phones: the triangle, the geometric shape in which the cameras are arranged, but also a symbol of technological advancement and people's constant desire to explore.

The models paraded in dresses signed by Cristian Samfira, accessorized with Pura 70 series phones.

The activation of HUAWEI was promoted in social media by Maurice Munteanu and Domnica Mărgescu.

Following the fashion show, Domnica and Maurice, together with Ana Macsim, Huawei Marketing Manager, discussed the outfits signed by Cristian Samfira and his source of inspiration in a series of rebroadcasts, in order to amplify the action.

Results: 26 mentions of partnership in online publications, with a reach of more than 17 million.

Elle Magazine Special Project

To highlight the triangle and the premium fashion positioning of Pura 70 Ultra, the campaign included a special editorial project.

Irina Rimes has worn a series of outfits with triangular elements, including a unique dress, created by Cristian Samfira for the cover of Elle and, along with Pura 70 Ultra, she was the protagonist of an exclusive pictorial made in Dubai, published in the June 2024 edition of the magazine.

With the title # Forward Symbol Design The perfect triangle in Irina Rimes' life: music, fashion and technology, the cover story combined the news from the artist's life with details about the Pura 70 Ultra phone and its experience with the new smartphone.

Pure 70 Ultra x The Motans//Activate Altex

The Pura 70 Ultra is a phone that must be tested, felt and experienced in order to be able to understand what real benefits its technical capabilities and premium design bring to the consumer.

Thus, in one of the stores of the Huawei partner retailer Altex, there was a brand activation focused on one of the unique features of the camera, that of clearly capturing objects moving at high speeds.

A personalized billiard table was installed in the store, The Motans was the protagonist of a billiard game, and those present were invited to capture in photographs the moving balls, with the help of the Pura 70 Ultra. The winning photos were awarded with HUAWEI products.