Myanmar · Brand & Creative Communications
Huawei Mate 20: Future Shapers
Huawei Myanmar launched the Mate 20, its first flagship powered by dual NPU and AI technology, to ambitious professional consumers. Ruder Finn Era localised the idea of Huawei as an industry future shaper by casting young emerging Myanmar leaders from business, banking and tech as Future Shapers. The campaign drew over 40,000 social media reactions.
The challenge
The Huawei Mate 20 was a genuine step change: a premium flagship and the first powered by dual NPU and AI technology. Huawei Myanmar wanted to position it as a game changer for professional, smart and ambitious consumers.
Premium positioning is difficult in Myanmar, where a flagship price puts the device out of reach for most and the temptation is to talk only to the wealthy. Huawei needed a launch idea that made the phone aspirational to a broad audience without losing its premium edge.
Our solution
Ruder Finn Era built the launch on a cultural insight: Myanmar consumers care deeply about success in life and admire those who achieve it, regardless of their own income. Aspiration, not affluence, was the emotional territory.
The team localised Huawei's global positioning as an industry leader into the idea of Future Shapers. A small group of young, bold and emerging Myanmar leaders from business, banking, technology and other fields were selected and profiled as people who, like Huawei, were shaping the future of their industries while inspiring those around them.
Their stories carried the Mate 20 across social and earned channels, so the product's AI capabilities were framed as the tool of people who are building what comes next.
The results
More than 40,000 social media reactions showed the Future Shapers idea resonated well beyond the flagship's core buyers.
- Client
- Huawei
- Market
- Myanmar
- Practice
- Brand & Creative Communications
- Services
- Integrated Brand and Creative
- Sector
- Consumer electronics, Technology
- Engagement
- Project
