How else can scenario-based marketing be done? Huawei HiLink creates a popular overseas travel IP during summer vacation

Capitalizing on trends has always been a favorite in marketing for major brands and products.70As various brands strive to create viral campaigns around the 70th National Day holiday, let’s first take a look back at a classic marketing case from the recent summer vacation, a major trend period.

Among various marketing strategies, offline channels—which offer a more focused audience—are one of the many challenges brands face in marketing. How to build scenarios and expand the boundaries of imagination for on-site users within limited physical space, while also driving direct traffic, is a true test of a brand’s accurate grasp of its positioning, product features, and user pain points. The recently concluded Huawei HiLink “Global Travel Experience Hall” became one of the refreshing classic cases in this type of marketing.

Huawei HiLink is an overseas internet service on Huawei phonesAPP, providing global100+country/regionAPPoverseas internet services. When traveling or working abroad, using Huawei HiLinkSIMallows you to enjoyAPPglobal connectivity without needing a local SIM card. Additionally, Huawei HiLink also offers overseas travel services such as hotel bookings, car rentals, and flight tickets.

Faced with an increasingly large population of outbound travelers, Huawei HiLink has been committed since2018to building the “Global Travel Experience Hall”IP, aiming to strengthen users’ brand recognition that “for overseas internet, use HiLink.” Compared to last year’s fantastical and romantic travel scenes, HiLink cleverly conceptualized this summer vacation, placing dreams within the scenarios.

Precise insight Helps users place their dreams into the scene

More and more brands hope to reach users through offline pop-up events, but they often fall into the dilemma where participants leave right after viewing or taking photos, with no impression or connection to the brand or product. HiLink carried out marketing around the following actions, significantly enhancing the offline pop-up experience while deepening user brand impressions:

1、150┫Realistic Replicas Create an Immersive Travel Experience

In setting up the experience hall, Huawei HiLink carefully selected popular global travel destinations, transporting real-scene elements from Hokkaido in Japan, Rovaniemi in Finland, London in the UK, and China’s Greater Bay Area to the venue, creating150an immersive travel space: LEDA large screen displayed the night sky of Finnish auroras, with an aurora snow trail offering the thrill of skiing alongside the dreaminess of the auroras; thoughtfully arranged street lamps, oil-paper umbrellas, and elves created a Japanese Hokkaido-style scene;VRvintage street signs, old record players, and vinyl records brought the time-travel bar of Guangdong-Hong Kong-Macao to life… Inside80the “Travel Express,” Huawei HiLink crafted immersive travel scenes, allowing on-site participants to break free from monotonous daily life and experience the beauty of travel, reinforcing the brand perception that “for overseas internet, use HiLink” through these scenarios.150、

    2Precise User Insight Upgrades Travel Emotions Through Storytelling

Whether for leisure travel or business trips abroad, personal emotions and perceptions are among the most critical factors influencing the traveler’s experience. The Huawei HiLink team accurately captured the psychology of travelers, selecting some of the world’s most popular destinations based on big data and humanistic insights to create150an immersive travel space, delivering unexpected travel experiences: in the Japan pavilion, a Studio Ghibli manga world was recreated, where imagining wearing the outfit of Haku might summon the fairy-tale world of Chihiro; in the British pavilion filled with British charm, one could experience the legend of Sherlock Holmes and Dr. Watson… Using emotional storytelling to elevate the travel mood and enhance the sense of connection and appreciation for overseas travel.

3、   Long-chain interaction creates a closed-loop marketing experience

Among the essential interactive setups for offline marketing, the TEGO team ingeniously designed a closed-loop user journey that aligns the interaction process with product features.200MStarting with picking up a ticket and a travel guide that includes an overseas data experience card at the reception area to begin an immersive travel experience, users gain an initial understanding of the product; then moving on to interactive experiences in various exhibition halls, TEGO integrates product features and scenarios tailored to consumer experience, allowing users to further perceive TEGO; finally, by completing check-ins and using the ticket to be directed to the store to experience TEGO on a Huawei phone, Huawei TEGO builds a progressive interactive experience that forms a complete closed loop for users—from product awareness-to understanding-to experience.

The experience hall also incorporates unique travel-themed interactive elements. In the Sherlock Holmes exhibition area, TEGO transforms product information into clues for interactive challenges, hidden in items such as the letter paper on the living room desk, book covers, bookmarks, or desk ornaments. This allows users to immerse themselves in British culture within a quintessentially British-style living room while also enjoying a bit of detective fun.

Multi-dimensional Marketing Comprehensive online and offline coverage of target audiences

While convenient and high-quality overseas travel services are TEGO’s product strengths, their usage is limited to Huawei users during overseas travel. For such a service-oriented product with a specific audience and usage scenario,APPhow to accurately reach the target demographic is a challenge the brand faces. Summer vacation is undoubtedly a peak period for overseas travel—how can domestic markets engage with outbound travelers?

1Offline Engagement“and Discovery”Communicate with Future Outbound Travelers

Capitalizing on the summer travel season, Huawei TEGO delved into the pain points of its target audience. By recreating real-life travel scenarios, it built an immersive travel experience space that transformed people’s travel aspirations into a desire for real exploration. Leveraging the most opportune time for marketing during summer vacation, it unearthed potential travel interests and boosted brand visibility.

Huawei TEGO’s “Global Travel Experience Hall” was launched this year in major cities including Chengdu, Shenzhen, Hefei, Shenyang, and Zhengzhou,6bringing together multiple popular global attractions under one roof. It addressed the pain point of experiencing foreign cultures without leaving home, skillfully integrated product usage scenarios, and combined the summer marketing opportunity with product highlights to capture the attention of the target audience.

2.  Precise Targeting and Celebrity+Brand EndorsementUGCto Drive Engagement

Targeted placement channels were established in key regions, such as selecting local influencers, travel bloggers, and lifestyle accounts like Fancy Shenzhen, GeShang, Geography & Culture, and Global Travelers to amplify the campaign’s reach while driving offline traffic. By encouraging users to take exclusive photos or videos in the experience hall and share them on social media, a wealth ofSHOW、Local influencers such as Geography and Lifestyle, Global Travelers, and other popular travel and lifestyle accounts helped amplify the event's visibility while driving offline traffic. By encouraging users to take exclusive photos or videos in the experience hall and share them on social media, it generated a massive amount ofUGCuser-generated content was created, generating strong secondary exposure.

The Weibo check-in campaign for the#TEGO &Nova5 Global Travel Experience Hall#sparked interactive discussions

that directly boosted offline visitation, driving traffic to the physical experience.

From official Weibo pre-launch promotions, to interactive travel-themed features in the Huawei Members Center, to collecting and redirecting both online and offline engagement back to physical locations, Huawei TEGO executed a comprehensive marketing strategy, maximizing the impact of each event.UGCuser-generated content that was collected, analyzed, and funneled back to boost offline foot traffic. Huawei Skytone implemented a comprehensive marketing strategy to maximize the impact of each event.

And8the11first Chengdu event on the 1st made full use of star power, launching simultaneously withnovathe theme park and capitalizing on the hype surrounding the Huaweinova 5i Prolaunch and celebrity endorser Guan Xiaotong’s surprise visit tonovathe amusement park, with the first public exposure achieved through a live broadcast.

3.  From usage to feedback, maximizing communication reach

To comprehensively enhance users’ brand awareness of Huawei SkyTone, Huawei SkyTone leveraged the strength of its powerful “ground forces.” In addition to6the pop-up event, it also collaborated with3000+experience stores nationwide to carry out offline store activities, amplifying the overall campaign momentum. Through a variety of fun mini-games for close interaction with users, it not only built trust in the product but also promptly collected user feedback on product pain points and concerns.

In addition, SkyTone also launched Huawei Classrooms, providing a comprehensive view that allowed users to better understand the advantages of SkyTone’s overseas internet services and product philosophy, thereby nurturing loyal users.

In this era of fast-paced internet marketing, how to align users with a brand across the four dimensions of-awareness,-understanding,-trust, andIPactive sharing is a goal every brand continuously strives toward. For two consecutive years, Huawei SkyTone has actively explored summer “Global Travel Experience Halls”