The Brief:
Create a brand activation for Huawei that celebrates their commitment to nurturing and unlocking the next generation of creative talent.
The Solution:
We partnered with DAZED Media to create a series of SECRET LECTURES.
Hosted in 4 major European cities, we borrowed from the format of Secret Cinema.
A secret venue and a secret line-up was revealed as the lecture approached.
Influential guest speakers and upcoming DJs came together on the night in surprising locations to create a memorable experience for our young creative audience.
We created special 'SELFIE BOOTHS' to give our iconoclastic audience an opportunity to interact with Huawei technology in an engaging way.
These were specially created, branded photo booths that used the Huawei P10's Selfie incredible camera to take 'Perfect Selfies'.
The 4 exclusive 'invite only' events in London, Milan, Berlin and Paris were a huge success, generating tons of earned reach for the brand whilst being amplified by DAZED Media's editorial content.
We created teasers for each SECRET LECTURE event and pushed them out through paid and owned media as well as through DAZED's own channels.
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