One of the key obstacles in building brand recognition was the difficulty in pronouncing "Huawei." We understood that for the brand to stick in the minds of young consumers, they first needed to be comfortable with the name itself. Moreover, given that this demographic is drawn to interactive and entertaining content, we needed an approach that was both educational and engaging.

In collaboration with our sister agency, digitalb@nd, we created an innovative Facebook application designed to teach users how to pronounce "Huawei" correctly while making the learning process fun and memorable. The app featured famous characters from Azerbaijani folklore, reimagined with a Chinese twist, to rank participants based on their pronunciation skills. This creative blend of local culture and global branding not only made the contest more appealing but also strengthened the connection between Huawei and its target audience.

The campaign achieved significant success, reaching over 300,000 Facebook users within the 15-35 age group and attracting more than 10,000 participants. The interactive nature of the campaign, combined with its cultural relevance, ensured that Huawei Ascend made a lasting impression on the youth market, firmly establishing the brand in their minds.