Huawei Ascend P1 launch


Experiential agency Tinderbox delivered a sizzling trade and media launch event for the Huawei Ascend P1 smart phone after winning the business from Huawei Technologies in June this year.

The agency brought the product’s above-the-line creative concept, “Beauty & Brains Collide’, to life by incorporating several Avant Garde elements to entertain and inform Huawei Technologies’ trade and Vodacom guests.

These included staging a smart phone art screening, which featured the impressive smart phone actually embedded in the artwork; custom-programmed interactive touch screens and gaming units; a mind-altering performance by acclaimed mentalist Gilan Gork; a fashion show incorporating the Ascend P1’s features; and a themed Jackson Pollock guest pledge canvas on which guests expressed their own artist flair.

Taking the concept one step further were the MCing duet of tech industry spokesman, Simon Dingle, and the gorgeous Lalla Hariyama, who epitomised the theme of “Beauty & Brains’.

One of the highlights of the launch was the Ascend P1 game show ran by the MCs. This involved guests using the new Ascend P1 smart phones to seek out the answers using live handsets. The cherry on the top was that every contestant proved to be a winner and received a sought after Ascend P1.

Another first for the Huawei Devices team was seeing two Ascend P1 smart phones used as mixing DJ decks, as DJ Justin Miller got the party started after the staged events and formalities were over.

“With only two weeks production lead-time from our proud appointment, it was all hands on deck, 24/7, to ensure we took this mobile industry function to new heights,’ said Tinderbox managing director, Dom Smith.

“It was a massive team effort with everyone – by client, suppliers and the Tinderbox team alike – putting in extra hours and extra enthusiasm; our heartfelt thanks to all.

“We’re delighted it was the roaring success it was, and offered that same affordable service centric creativity as our mantra – give us a try, you won’t be disappointed!’


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