The best way to communicate the USPs of your product is to simply demonstrate it. In a ‘hatke’ move compared to all other smartphone brands, who are talking about their features through unboxing videos and technical specs, which only a few understand, Huawei India chose an approach which was never seen before and was highly effective.
In a bid to create buzz around the new Huawei P20 Pro and its extremely fine/superior camera, the brand launched a month-long campaign in association with Dabboo Ratnani, and roped in 20 influencers for a challenge, called – the P20 Pro Battle League.
This battle was a photography challenge, where ace photographer Dabboo Ratnani chose different themes for each round, ranging from Macro – Black & White, Windows, Metal and Street. The contestants were given the brand new Huawei P20 Pro and were asked to use it to capture stunning images for the battle. The most interesting part was that that apart from these 20 photographers, other users joined this battle on all the platforms (especially Instagram), using the campaign hashtag #P20ProBattleLeague.
For every theme, Dabboo Ratnani picked a ‘top photographer of the theme’; and after the 4 themes, these final four (each from one theme) competed against each other for the ultimate winner’s crown. With the smartphone’s brand new technology, the contestants were able to capture powerful and provocative images. The brand finally announced @deckle_edge (on Instagram) as the final winner of the #P20ProBattleLeague. The winner has been gratified with an Amazon gift voucher worth INR 50,000.
Not only that, there’s more to come ahead (Dabboo Ratnani has given a teaser at the end of the announcement video on his social media accounts)
The final round, though, was slightly twisted and intriguing. It was more than just about photography. The brand celebrated/had drawn the idea of ‘Pro’ from the smartphone model – ‘Huawei P20 Pro’, and hence, the final 4 challengers were asked to submit a story along with a photograph that described their journey of ‘Being a Pro’ in the common passion that they pursue. Here, this was the winning story and the shot!
View this post on InstagramA post shared by Sammya Brata (@deckle_edge) on
The contest provided an opportunity to young, talented photographers to redefine the meaning of visual expression while celebrating the power of mobile photography. As a result, tremendous buzz was created among photography enthusiasts on social media platforms
Talking about his experience with the device and the #P20ProBattleLeague, Dabboo Ratnani said, “I was amazed by the creative expressions that I witnessed as part of the contest. The whole concept of empowering imagination with technology was extremely interesting to begin with. The Huawei P20 Pro is the best Android device for photography aficionados, thanks to its variable 0.95 aperture, monochrome mode and zoom stabilization. The fact that no software tweaking of the final image is required is especially outstanding.”
Often referred to as ‘a DSLR in pocket’ because of the Leica-engineered triple camera setup on rear, the Huawei P20 Pro is surely winning the smartphone photography game and is being widely acclaimed by photography enthusiasts already. The phone offers varied shooting modes, including the ‘Pro’ mode amongst other features to control photography output. The Huawei P20 Pro definitely has its edge over other premium players and now dominates a new era in the smartphone photography space! -up