Case Study: Huawei

Huawei an unknown brand name in the South African market, used their sponsorships to engage with consumers & make them a household brand across the country.

Huawei Say my Name Campaign

Huawei an unknown brand name in the South African market, used their sponsorships to engage with consumers & make them a household brand across the country.

Huawei got as many players and consumers to say “Wah-way” and used players and teams to encourage fans to get the ball rolling. The message soon spread across digital platforms and brand recognition increased from 26% to 84%.

Task

Huawei in 2013 was a relatively unknown brand in South Africa, yet internationally recognized as a top 100 brand by Interbrand. As an “unknown” brand in South Africa Huawei wanted to become a household name.

Insight

Brand recognition was one thing, but consumers couldn’t pronounce Huawei correctly.

Opportunity

Using their new shirt sponsorships of Ajax Cape Town & technology sponsorship of 5 rugby unions Huawei launched the #SayMyName campaign.

Client Details

Huawei is the largest telecommunications equipment manufacturer in the world.

Huawei

Project Stats

R101m

Media exposure from rugby & soccer sponsorship

72 919

New social media followers

26% to 84%

Brand awareness amongst consumers

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