Huawei dials into the young audience with Honor 8 Lite

Huawei launched an extensive multi-city OOH campaign to promote its Honor 8 Lite handset, directing sharp focus on the offering’s competitive pricing and principally targeting the 23-28 age group and young early jobbers. Kinetic India, while planning and executing the campaign, mapped the locations where the impact would be the highest. Some 135 media units covering 84,164 sq.ft on 12-13 different media formats were used for the campaign. The traditional media (hoardings, Metro panels, gantries, unipoles, etc.) apart, the DMRC Yellow Line has been wrapped.

Commenting on the campaign, P Sanjeev, Vice President- Sales, Huawei India Consumer Business Group, said, “OOH advertising has reigned the advertising business in terms of its effectiveness, reach, and economic value. For Honor India, OOH has remained an important segment while choosing the advertising portfolio. We understand the market dynamics of offline advertisement industry and wanted to leverage OOH platform with the right use of media mix and optimised communications to exhibit the premium and classy design philosophy of Honor 8 Lite, which makes it a style statement and not just a smartphone. Accordingly, for the launch of the Honor 8 Lite, OOH played a critical role in informing our target audience. With the help of crisp and effective messaging, coupled with visually appealing images and great placement we were able to capture consumer attention and initiate excitement.”

“The objective of the campaign was to bring alive the premium form factor and smart offerings of Honor 8 Lite and our team has carefully selected the most impactful urban touch points including highways, markets and malls of different cities,” he said.