How extra can a phone launch really be? For Huawei’s P20 Series, it turns out the answer is very. Huawei New Zealand asked Pead to launch its new P20 Series smartphones with a bang - specifically, a free music festival complete with a stellar line up, food trucks, and a VIP party for 300 exclusive guests. Not only that, but it needed to be live streamed and shot using cutting-edge Huawei P20 technology. The twist? We needed to plan and execute in just six short weeks; a challenge we – naturally - took on headfirst.
We jumped to action; designing festival logos and collateral; curating and managing the artist line up; flying technology media from across New Zealand; liaising with SKYCITY and event partners J&A on event logistics; developing a suite of branded festival assets; onboarding ZM as our media partner; and event planning our hearts out.
Six jam-packed weeks later, we pulled off the Huawei P20 Fed Street Festival. The epic, free music festival on SKYCITY’s Federal Street featured local talent: SACHI, Kings, SWIDT, Chores, JessB, and Jetski Safari. Though the weather didn’t come to the party, it didn’t stop 500+ festival goers and 300 VIPs from dancing the night away. On top of that, 48,000 people partied virtually via digital live stream and they generated over 19,000 engagements.
We generated 47 pieces of media coverage about the event and device – including The Project, NZ Herald Entertainment and NZ Herald Focus. Our actions resulted in 18.2 million media reach; and if that weren't enough, the Festival also drove 1.4 million reach on social.
When it comes to events, we love a good creative challenge. This one required quick action and a killer combination of PR, digital and social. We're proud of our work on the Huawei P20 Fed St Fest, but we'll leave you with the words of one of Huawei’s Facebook fans, “Now, that’s a proper launch event!”