This literal POWER move turned Apple fans into ambassadors of a different brand overnight! Here's how.
For today’s article, let’s talk about a clever guerrilla marketing tactic. Are you ready? Keep reading below to learn more about this topic. |
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This literal POWER move turned Apple fans into ambassadors of a different brand overnight! Here's how. 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.
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.
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.
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:
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. Hope you’ve found this week’s guerrilla marketing insight interesting and helpful.
Stay tuned for next Thursday’s Gorillas of Guerrilla Marketing! Do you want to know how one pharmaceutical company turned the object of addiction into a way out for the people who need it the most? See it in next week’s article! |
Miles Everson
CEO of MBO Partners and former Global Advisory and Consulting CEO at PwC, Everson has worked with many of the world's largest and most prominent organizations, specializing in executive management. He helps companies balance growth, reduce risk, maximize return, and excel in strategic business priorities.
He is a sought-after public speaker and contributor and has been a case study for success from Harvard Business School.
Everson is a Certified Public Accountant, a member of the American Institute of Certified Public Accountants and Minnesota Society of Certified Public Accountants. He graduated from St. Cloud State University with a B.S. in Accounting.
