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Summary Project Report January 17, 2012 CES 2012
Summary Project Report
January 17, 2012
CES 2012
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Key Activities and Outcomes
• Announcement of the world’s slimmest
smartphone – the Huawei Ascend P1 S
• Product launch event attended by 146 media and
analysts
• Global press release distribution generating more than
1,900 articles in tier-one media
• Global press releases - MediaPad and LTE products -
generated more than 200 articles
• Customer and consumer engagement at the booth and
through social media
• More than 10,000 mentions of ‘Huawei’ on Twitter
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Product Launch Event
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Introducing the World’s Slimmest Smartphone
• 146 media and analysts from more than 20
countries attended
• Presentations from:
– Richard Yu, Chairman
– Hagen Fendler, Chief of Design
– Michael Chuang, Huawei Device USA
• Media Q&A session with questions ranging from
price and availability to Huawei Device branding
strategy
• Post-event interviews for Richard Yu and Hagen
Fendler
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Media said…
“Huawei is the new HTC. Get
used to hearing that….. .”
“Huawei has been up to some
impressive stuff lately, so we're not
totally shocked to see this top-spec
phone reveal itself at CES.”
“…..we were incredibly impressed
with the fantastically clear display and
the speed of the engine room's
response. This phone is an absolute
beast, of that there's no doubt.”
“[The Ascend P1/P1 S] are the latest in a
line of devices that will help push
Huawei into the premium OEM status
that they’ve been aiming for.”
“…,it seems that Huawei is jumping into
the high-end smartphone market with
both feet, and landing in a quite
attractive location – the phone is solid,
sleek, swift, and sexy.”
“Huawei has taken on the biggest companies
in the world by releasing the world’s slimmest
smartphone which measures just 6.68mm thick.”
“… it sounds like [Huawei] is ready to
move up the food chain to sell $200–$300
handsets, an area currently dominated
by Apple and Samsung.”
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Coverage
1,900+ pieces of coverage, 84% positive or neutral
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Coverage Highlights
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Geographic Reach
USA UK Canada Australia India
56%
8%
Coverage*
6%
7%
4%
*English-language coverage only as at January 16, 2012
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Media Type
Consumer Tech
(including blogs)
39%
Business & Wires
45%
Trade Media
13%
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MediaPad and LTE
Product Announcements
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Other Huawei Device Announcements
Huawei’s MediaPad Now Comes with Android 4.0
• Press release distributed globally on January 11, 2012
• More than 200 articles to date
• 99% positive or neutral messaging
• Coverage in tier-1 media including Android Community,
Engadget, Gizmodo, Phandroid, and CNET
Huawei Showcases its Comprehensive Range of
LTE Devices at CES
• Press release distributed globally on January 11, 2012
• More than 200 articles and counting
• 98% positive or neutral messaging
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Media said…
“With amazing hardware for the price
and now having ICS, this will be
another tablet to consider for those
needing portability.”
“Huawei was one of the first to get in on Google's
tablet-optimized Android 3.2 Gingerbread with the
original release of the MediaPad.….. Gingerbread
worked well enough on the tablet, but the new upgrade
is sure to bring performance improvements to the
already solid tablet.”
“Prepare yourself for powerful
colors and high definition
coolness soon!”
“Back in June, the Huawei MediaPad was the first 7-inch
Android tablet to ship with Android 3.2. Now, half a year
later, the tablet will be one of the few in the world to come
with Android 4.0 pre-installed”
“With many device vendors on the market promising
upgrades to ICS shortly after launch or in the near
future, Huawei has gone one better. Its 7-inch
MediaPad tablet will come with Android 4.0 ICS straight
out of the box.”
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Coverage Highlights
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Booth & Social Media Engagement
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Booth Activities
• Twice-daily performance by members of the
girl gamer group the Frag Dolls
• Twice-daily interactive Augmented Reality
game – Fast Catch
• Winners photos uploaded to Huawei Device
Facebook page
• Prizes for participants including Huawei
cushion and coffee plunger
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Social Media Outcomes
• 2,745 followers on Twitter (+ 212 since 3rd January)
• 59,078 fans on Facebook (+ 586 since 3rd January)
• Over 70 retweets during CES week
• Over 100 @HuaweiDevice mentions during CES week
• Over 200 click thrus during CES week
• Top link – ‘#Huawei unveils #MediaPad color series, operating
on #Android 3.2’
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“Astonishing! So impressive!
Samsung, HTC, Moto got
serious new competitor!”
- Comment relating to Ascend
P1/P1S
“I just saw #ascendP1 ...gorgeous device!
Can't wait to see it in action.”
“The Ascend P1S looks real nice! Good job
@HuaweiDevice”
“All the options with stock ICS
experience! I m in love with
#Ascend #P1”
“It's really incredible to watch on a Huawei
Honor a video of new Huawei Ascend P1
:). I thinked, what impossible to make a
device better then Huawei Honor, but best
vendor in the world surprised me again.
It's really great, guys!”
Positive comments on Twitter and YouTube
“I think that #Ascend P1/P1S
are the best phones of #CES”
“Just checked out the
Ascend P1/P1S What an
incredible phone”
“Very impressed by @HuaweiDevice
this year at #CES. I think they stole
the show with #Huawei #AscendP1 /
P1S also #Ascend P LTE #HWCES”
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Online Buzz on Twitter
Data from Topsy January 16, 2012. Mentions collected are valid and significant tweets that are either re-tweets or contain a link
Mentions
on
• More than 10,000 mentions of ‘Huawei’
• 5,000 mentions of ‘Huawei Ascend’ on January 9
• Almost 2,000 mentions of ‘MediaPad’ on January 11
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Material and Asset Development
• 1 x Huawei welcome video
• 3 x press releases (Ascend P1/P1 S, MediaPad,
LTE)
• 1 x Ascend P1/P1 S factsheet
• 2 x key message documents (Ascend P1/P1 S and
Huawei at CES)
• 1 x media Q&A
• Social media messaging calendars
• Booth scripts
• CES daily advertisement
• Media invitation
• Spokesperson presentation and scripts
• Staff guides
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Thank you.
