Huawei P10 Launch "100 Malaysians" Campaign : Creative Photography and Brand Positioning
In 2017, Huawei was preparing to launch its flagship P10 smartphone in Malaysia. Known for its advanced Leica dual-camera system, the P10 was positioned as a premium device for photography enthusiasts. AltStudio pitched a unique launch campaign that would not only showcase the phone’s camera capabilities but also created an emotional connection with Malaysian consumers.
AltStudio proposed an unconventional idea: photograph 100 Malaysians from all walks of life using only the Huawei P10 smartphone.
Services
Product Launch
Clients
Huawei Malaysia
Region
Asia
Traditional smartphone launches often focus on technical specifications and celebrity endorsements. AltStudio offered Huawei something different—a campaign that would:
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Demonstrate the P10’s camera quality in an authentic way.
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Engage a diverse audience beyond tech enthusiasts.
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Create lasting brand impact leading up to the official launch.
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AltStudio’s Pitch: "100 Malaysians"
Authentic Storytelling : Instead of staged photoshoots, the campaign would feature real people— film-makers, artists, entrepreneurs, business leaders, athletes, hawkers, industry professionals, students—captured in their natural environments.
Showcasing Camera Excellence : By using only the P10, the campaign would prove the phone’s low-light performance, portrait mode, and colour accuracy.
National Pride : Highlighting Malaysia’s diversity would resonate emotionally with local audiences.
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AltStudio curated 100 individuals representing Malaysia’s multicultural society. These photos were shot in various lighting conditions (indoor, outdoor, night) to test the P10’s capabilities. The body of work was develop a dedicated microsite featuring the portraits and their stories.
Execution
Results & Impact
Emotional Engagement: By showcasing real stories, Huawei positioned itself as a brand that celebrates everyday Malaysians.
Regional Replication: Due to its success, Huawei adapted the campaign in Singapore, Philippines, Australia, Indonesia, and Thailand, using the same concept to highlight local diversity.
Sales Boost: The P10 became one of Huawei’s best-selling smartphones in Malaysia that year.
Key Takeaways
AltStudio’s "100 Malaysians" campaign redefined smartphone marketing by focusing on real people and authentic storytelling. By proving the P10’s camera prowess through genuine moments, Huawei not only strengthened its brand image but also set a benchmark for regional launches. The campaign’s success demonstrated that technology is best showcased through human connections.
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Authenticity wins : Consumers connect with real stories over staged ads.
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Show, don’t just tell : Letting the product speak for itself builds trust.
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Scalable creativity : A locally rooted idea can inspire regional adaptations.
