As a relatively new entrant to the European smartphone market, Huawei wanted to increase awareness for its Honor brand, by running several online campaigns and events, employing innovative offers, without increasing marketing expenditure.
For one such campaign, Brandpath developed a queue system, which allowed a very limited quantity of products to be offered at unfeasibly low prices, such as the latest smartphones for €1 each, with only 3 available per hour. A countdown timer was displayed on the home and event pages, counting down until the release of the next hourly sale, with customers being required to create an account in advance of the participation of the offer.
Over 340,000 unique visitors browsed the site on the day of the promotion, with all promotional products selling out and 28,000 new customer accounts registered. News of the promotion attracted huge viral interest on social channels, resulting in an even greater return on investment for Huawei in terms of brand exposure.