In a bustling city like Singapore, long queues are a common sight during rush hours, with people lined up for public transportation.
However, in 2018, these long lines weren’t for the usual trains or buses… they were for something ENTIRELY DIFFERENT:
The launch of the iPhone XS!
The anticipation was palpable as eager fans camped out of the Apple store overnight, determined to be among the first to get their hands on the brand’s latest marvel.
The queue snaked around corners, growing longer by the minute. Yet, amidst the excitement for the iPhone XS, another tech giant saw an opportunity—a chance to make a bold statement without ever stepping into the store.
Enter Huawei, the underdog with a clever plan to turn the tide…
An Ingenious POWER Move (Literally!)
Keen to showcase its innovative edge, Huawei teamed up with marketing agency Dentsu to launch a campaign that would cleverly disrupt the status quo.
Photo from The Work
Dubbed the “iJack” campaign, Huawei’s strategy was simple yet brilliant: Hijack the lines of Apple fans and offer them something they desperately needed.
… and what was that?
POWER.
As hours ticked by and people’s battery bars dwindled, Huawei’s team swooped in, handing out 200 power banks to those waiting in line outside the Apple store.
Photo from NTV
Each power bank carried a cheeky message:
“You’ll need it.”
It was a gesture that was not only appreciated but also incredibly useful for the weary crowd.
Here’s what’s more interesting…
The beauty of Huawei’s campaign lay in its subtlety; while the gesture seemed altruistic, it was actually a calculated move to boost Huawei’s brand visibility right in time for the launch of its own device, the Huawei Mate 20.
Photo from Huawei
According to Huawei, its Mate 20 boasts a looooong battery life. The giving out of power banks to those in queue for the iPhone XS was a subtle implication that with the Mate 20, they could camp out overnight even without a power bank.
Smooth move, Huawei!
What else?
The real genius of the “iJack” campaign was also in how it leveraged social media.
Grateful recipients of the power banks took to their platforms to share their experiences, unknowingly amplifying Huawei’s brand message.
This wave of organic promotion helped Huawei gain a significant amount of free advertising, just as the Mate 20 was about to hit the market.
Was Huawei’s “iJack” campaign effective?
Despite spending nothing on traditional media promotions, Huawei’s “iJack” campaign became a global phenomenon.
The cost?
A mere USD 14,100, the price of the power banks.
The return?
IMMENSE.
In fact:
- The campaign went viral, spanning 41 countries and generating a staggering 5.6 billion impressions on social media.
- Engagement related to the campaign soared, with 341,000 shares and 11.9 million views across social media.
- Huawei’s “iJack” campaign translated into an earned media value of USD 395 million.
- The Huawei Mate 20 flew off the shelves, with sales quadrupling compared to the previous year’s model released during the same period.
- The “iJack” campaign bagged a Silver Award and two Bronze Awards at the 2019 New York Ad Fest, along with a Silver Award in the Best Use Of Guerilla Marketing & Stunts Category at the Bangkok Ad Fest 2019.
Congratulations to Huawei and Dentsu for pulling off such a clever marketing stunt!
These results show that wit and creativity truly contribute success to businesses.
*Applause*
—
Huawei’s “iJack” campaign is a textbook example of the power of creative marketing. By capitalizing on the long wait times for the iPhone XS launch, Huawei not only generated significant brand awareness but also drove impressive sales for the Mate 20.
This serves as a reminder to business owners, leaders, and marketers of the importance of seizing opportunities, standing out with creativity, and implementing cost-effective strategies.
As a bold move and a direct challenge to an established competitor, Huawei’s guerrilla marketing tactic paid off in spades.
So, the next time you’re strategizing for a marketing campaign, think about the challenges your target audience faces.
Ask yourself:
“How can my product or service provide relief?”
By embracing these lessons and adopting a customer-centric approach, you too can create a marketing campaign that not only resonates with your target market but also delivers tangible results.
About The Dynamic Marketing Communiqué’s
“Fridays: Gorillas of Guerrilla Marketing”
Jay Conrad Levinson (1984) said that Guerrilla Marketing “works because it’s simple to appreciate, easy to execute, and inexpensive.”
Guerrilla Marketing is unconventional.
Looking beyond the traditional ways of advertising, marketers and advertisers need to spice things up in order for their brand to have campaigns that not only make an impact but also stick to their target market’s mind.
Guerrilla Marketing usually aims to have direct contact with consumers.
This type of direct contact should spark an emotional reaction that leads to consumers effectively remembering the brand.
It’s about making a big impression and making that impression last a long time (if not forever).
Guerrilla Marketing can be inexpensive.
The effect of this is being able to create a buzz around the brand, and the strategy used to market it. Almost everything is passed around through word-of-mouth.
Word-of-mouth is one of the greatest outcomes and it usually doesn’t cost anything.
This is every business’ or brand’s dream!
Every Friday, we publish tips, examples, and other useful content on unconventional ways of marketing and promotion.
Learn more about how to grab your target market’s attention and make an amazing first and lasting impression without having to spend a lot of money.
Businesses don’t really need to spend much for a guerrilla campaign. You do not need a big budget to be successful. You just need creativity and a good imagination.
Hope you find this week’s guerrilla marketing insight interesting and helpful.
Stay tuned for next Friday’s “Gorillas of Guerrilla Marketing!”
Cheers,
Dyane Diasanta
Senior Content Writer
Valens Dynamic Marketing Capabilities
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