THE BRIEF
Huawei's headline sponsorship of the ITU Triathlon World Final in London presented a fantastic opportunity to introduce the brand to a global audience, with televised coverage bringing the event to viewers around the world.

But we wanted to do more than simply put the Huawei logo around the course. We needed to get the brand into the hands, and voices, of the spectators lining the streets, while creating an engaging experience that brought the new Huawei P6 smartphone to life.

Two challenges. One big opportunity: get people talking about Huawei and give them a reason to experience its latest technology for themselves.

THE PROCESS
First, let's hear you say it!
We created branded mega-cones for spectators to use as they cheered on the athletes. But these weren't just any megaphones. They came with one very specific instruction: shout "WAH-WAY!" as loudly as possible.

A simple, playful way to get thousands of spectators saying the Huawei name, generating energy around the course and creating
a sea of brand interaction with the potential to reach audiences watching around the world.

Then, let's see your Race Face!
The Huawei P6 had a clever camera feature that allowed users to beautify their photographs, so we set out to give visitors a reason to put it to the test.

We challenged them to jump aboard our WATT bikes and pedal as hard as they could for 60 seconds in the Sprint Challenge. Once the effort was over, we captured their wonderfully red-faced Race Face and invited them to see what the P6's camera technology could do to transform their picture.

A competitive, entertaining experience that brought the product benefit to life, while giving participants a photograph worth sharing and a chance to win.

THE RESULTS
A sponsorship activation that gave Huawei far more than brand visibility.

The mega-cones turned spectators into vocal brand ambassadors, helping put Huawei's name into the televised event experience. Meanwhile, the 60 Second Sprint Challenge and Race Face Competition brought the P6's camera technology to life through participation, competition and shareable content.

Together, the activities created a lively presence at the event, generated social engagement and gave visitors two memorable reasons to interact with Huawei.


AGENCY: Let Us Create
IDEATION: Lee Rooney
ART DIRECTION: Lee Rooney
DESIGN: Lee Rooney
VIDEOGRAPHY: Agile Films