A special FEPE International Award for the Best Use of Out of Home was presented to WPP Team Huawei / Ogilvy for their 'Touch. Made Powerful' campaign by FEPE sponsor BroadSign International on behalf of FEPE International President, Matthew Dearden, during the Euro Effie Awards Gala in Brussels’ Cercle de Lorraine business club last night.
The Award, presented for the second year, recognised their exceptional use of Out of Home to elevate the brand’s awareness, consideration and perceptions. The Touch. Made Powerful campaign put Huawei firmly on the map as emerging global innovator, carving a path for the brand’s success in Western European countries and beyond.
The campaign effectively drove significant incremental sales of the Mate S brand in Western Europe, enabling Huawei to rank in the top three in market share in several countries. The campaign earned the respect of the industry, with the media recognizing Huawei as a viable contender in the high-end smartphone market together with Apple and Samsung.
FEPE International General Secretary, Mark Flys, said: “This work is testament to the way the Out of Home medium can work effectively in combination with TV, Digital Video and Social Media. This enhanced the campaign to drive image and so create the sense of a big world class technology brand. Results, both in terms of establishing the brand and driving sales, were particularly impressive given the nature of this highly competitive consumer market.”
FEPE International is a worldwide association of outdoor advertising companies engaging in worldwide lobbying for outdoor advertising: with authorities, international organizations, political opinion formers and the communications media. FEPE International represents Out of Home media owners, agencies and suppliers across the world.
The Euro Effies are organised by the European Association of Communications Agencies (EACA) in partnership with Euronews with the support of Google, Kantar Millward Brown, The European Publishers’ Council, WARC, Adforum.com, Procter & Gamble, Nielsen, Bacardi-Martini, creativebrief & Viva Xpress Logistics.