China’s Huawei looks to build local identity in Malaysia with ‘Huawei, best wei’ campaign

Best WeiHuawei has launched a campaign in Malaysia that aims to give the Chinese electronics brand more of a local identity.

The campaign, which was devised and produced by terrestrial TV company Media Prima without using an ad agency, plays on the ‘wei’ in Huawei’s name, introducing the phrase ‘Huawei Best Wei’ as an advertising slogan aimed at Malay consumers.

A video shows the situations in which the phrase might be used locally.

The campaign has a musical element, with Media Prima producing a song for Huawei performed by Malaysian band Bunkface.

A TV ad features Malay celebrities Siti Saleha and Syarul Ridzwan falling in love – with newly-launched Huawei device the ‘Mate S’.

The content has the potential to reach more than five million
TV viewers and up to four million online users, according to Media Prima. Huawei began its activity by sponsoring awards show Anugerah Skrin 2015 on TV3. Media agency Vizeum was also involved in developing the campaign.

Danny Chin, marketing director of consumer business group, Huawei Technologies Malaysia, said: “Malaysia is an important market for Huawei and we are committed to provide more, beyond innovation and technology to meet the diverse lifestyle needs of our consumers. Huawei is a brand not just for one market segment but for individuals from each and every segment. With our content partners, Media Prima Television Network, we found that a localisation strategy was truly an effective way to leave a mark and build a strong association with the Malay audience.”

Ahmad Izham Omar, CEO of Television Networks, Media Prima Berhad, added that he was enthused to see how the collaboration would contribute to the Huawei’s business in Malaysia, and also in setting a benchmark for companies looking to “Malaysianise.”

‘Malaysianising’ brands can no longer be generic. We have the insights, resources and platforms to make it easier and tailored,” he said.


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