Brave the night

Client: HUAWEI
Year: 2023
Services:
- Marketing Communication
- Media Relations

About the project

In May 2023, HUAWEI launched the P60 smartphone, featuring what was widely recognized as the best camera on the market at the time. To introduce the device in Lithuania and highlight its exceptional capabilities, HUAWEI initiated an innovative communication campaign focused on showcasing the phone’s ability to capture stunning images of space and nighttime scenes.

For this project, HUAWEI partnered with Sky Chasers LT, a Lithuanian community of photographers and videographers passionate about the night sky. Their mission was to photograph stars, constellations, and natural landscapes using only the P60 smartphone, with no additional equipment or external enhancements. The campaign, titled Brave the Night, aimed to challenge the perception that night photography with smartphones results in poor-quality images and to prove that the P60 redefines what is possible with a smartphone camera after dark.

The campaign strategy centered on authenticity, expert guidance, and widespread media visibility. Sky Chasers LT photographers shared their work on social media, where the photos garnered over 1,000 organic reactions and more than 100 comments. Viewers were amazed by the quality of the images, with many expressing disbelief that they were taken with a smartphone rather than professional cameras.

The photographs became the cornerstone of a proactive media communication effort. Beyond showcasing the P60's capabilities, the campaign included educational elements, offering users tips and tricks to improve their own night photography.

The results were exceptional. The campaign nearly doubled HUAWEI's media coverage in Lithuania, and the P60 achieved a 75% share of voice, significantly outperforming its competitors. The Brave the Night campaign not only highlighted the P60’s cutting-edge technology but also redefined how smartphone cameras are perceived in night photography.