Land mass awareness of the new Huawei GT 2 Watch & its superior waterproof functionality in a cluttered market
IDEA IN 7 SECONDS:
Demonstrated the watch’s waterproof credentials by creating the world’s first ‘Dive Thru’ underwater shop at London’s Royal Victoria Docks. Consumers were invited to ‘dive thru’ the innovative shop and swim underwater to pick up a GT 2 watch free of charge. The Dive Thru was visited by media, influencers and Greg Rutherford (who swapped the long jump for the deep dive), driving mass conversation and coverage about the unique experience and new watch.
Appealed to adventurous core audience members, who seek out new experiences and fitness activity and want to push themselves out of their comfort zone
Unique way to demonstrate the product proposition by reinventing the iconic “drive thru”
Forced consumers to confront their fear of jumping into ice cold water. But also delivered a sense of joy and achievement once the watches had been claimed!
287m coverage reach
15m influencer reach 11% increase in share of voice during campaign