Huawei is looking to extend its reach into the lives of Malaysians with the launching of a campaign to instill the Chinese electronic’s brand presence by giving it a more local identity.
Devised and produced by TV company Media Prima, forgoing the use of an ad agency, the campaign 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 also produced a song performed by Malaysian band Bunkface.
Making good use of Malay celebrities Siti Saleha and Syarul Ridzwan falling in love – with ‘Mate S’.
“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,” said Danny Chin, marketing director of consumer business group, Huawei Technologies.
“Malaysia 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.