THE BRIEF
Huawei's first major UK product launch needed support from the people who could make a real difference to its success: the EE store and call centre teams speaking directly to potential customers.

It was essential that staff across the country understood the Huawei brand, knew its product range and, most importantly, felt confident talking about the features and benefits that set its handsets apart.

Our ATL launch campaign invited consumers to become 4G Test Pilots, using the idea of being literally blown away to bring the power of the new technology to life. We wanted to carry that same thinking through to the staff experience, ensuring everyone had the opportunity to experience the campaign first-hand. Taking Huawei on tour. Turning staff into brand advocates.

THE PROCESS
We took Huawei on the road, touring EE stores and call centres across the UK with an experience designed to make an impression.

At the heart of it was a high-powered blower, giving staff their own opportunity to be blown away – bringing the central idea of the 4G Test Pilots campaign to life in a fun, physical and memorable way.

But this was about more than just having a bit of fun. We used the opportunity to introduce Huawei's handsets, showcase their key features and unique selling points, and help staff understand what made the products worth talking about.

By connecting the staff activation directly to the consumer launch campaign, we created a consistent experience that brought the brand story to life while building genuine product knowledge and enthusiasm.

THE RESULTS
A nationwide staff engagement campaign that brought Huawei's launch message directly to the people responsible for introducing the brand to UK consumers.

By giving EE store and call centre teams the chance to experience being blown away for themselves, we helped turn a campaign message into something tangible, memorable and easy to share.

More importantly, staff left with a better understanding of Huawei's products and the confidence to communicate their benefits to potential customers.

Because if we wanted customers to be blown away by Huawei, it made sense to start with the people selling it.

AGENCY: Let Us Create
IDEATION: Lee Rooney
ART DIRECTION: Lee Rooney
DESIGN: Lee Rooney
PHOTOGRAPHY: Emma Wood