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Did You Know That “AI” Means Love?

Did You Know That “AI” Means Love?

Natasha Smith

Natasha Smith

January 9, 2018

Yup, "ài" is the romanization of the written Chinese character for love. In fact, artificial intelligence (AI) and love are at the heart of this new spot for Chinese smartphone maker, Huawei.

Vanessa Sun, vice president of Havas Beijing and Ben Sun Erhei, chief creative officer, give us insight into this heartwarming story for Chinese tech giant Huawei.

So, tell us the storyline of this piece.

Well, it begins with a man, a surgeon, taking pictures of a teddy bear wherever he is—in a first-class cabin, at a restaurant, in a meeting room after an important medical consultation, and so on. Others look at him with surprise, but he doesn’t care—his lovely daughter gave him the teddy bear to accompany her dad while he’s traveling on business.

One day, the father leads a surgery to remove a brain tumor from a 6-year-old boy. After the surgery, he gives the boy his daughter’s beloved teddy bear. When he returns home, the father must tell his daughter that he gave the teddy bear away. But he explains that there is someone who needed it more—the boy after his surgery. It’s a touching story about a father who teaches his daughter to give love.

And what was the insight that led to this story?

The unique selling point of the new Mate 10 is the AI chip. This is the first smartphone that has an actual AI chip built into it. It can learn, think, and understand human speech—it even has emotions and its own personality. More importantly, the Chinese pinyin spelling of love is “ài.” So, we figured the smartest way to deliver the message on an AI (or love) phone is by using a story about love (AI).

How does this story appeal to its target audience?

The target audience is the so-called new elites—people who are leading the next wave of business in their fields. In China, our key challenge is to lure Apple users, so the target should not only be business elite. The target is well-connected individuals who work hard to achieve their very best and drive their respective industries forward. They strive for excellence in all aspects of their lives. They love their family. They are confident, curious, open-minded, and optimistic. In this story, for example, the hero of the film is a caring doctor—a new elite—who is also an excellent father. In this story, he teaches his daughter to give love (AI).

 

"The best love you can give to your children is to help them learn to give love."

What’s the main goal of this campaign?

Huawei is a brand on the move—they’ve achieved huge growth in China. The goal is to grab market share away from Apple in China. The Mate 10 is the Huawei business flagship smartphone. This is the first smartphone that has an actual AI chip built into it. The objective: to disrupt the market through the revolutionary AI capability that’s within this smartphone’s chipset and to position the Mate 10 as the best choice.

How’s this spot different from other commercials for mobile devices?

The ad is obviously different than most commercials from Huawei’s competitors. Commercials for mobile devices usually show only key features of the products, with 3D animation or celebrity endorsements. Our ad, however, shows resonance and emotion. When ad touches a consumer’s heart, it catches much of the consumer’s attention, making the ad more memorable.

What do marketers hope that the audience learns about the brand through this new spot?

Mate 10 is the smartphone with an AI chip—a heart. The best love you can give to your children is to help them learn to give love.

What was the best thing about working on these spots?

The clients put their trust in the agency and provided a lot of support. We were also lucky enough to work with well-known Asian director Jing-Ren Luo.

Have you gotten the reaction from the audience that you were expecting?

The film has been on-air since December 28, and analytics show that in the first three days it was on-air, it got more than 100,000 views on WeChat.

CREDITS:

Brand: Huawei Mate 10 Pro

Agency: Havas Beijing

CCO: Ben Sun Erhei

ECD: Qifei Xu

CD: Meng Lin

Group head: Scott Miao

Copywriter: May Xie

VP: Vanessa Sun

GAD: Sophie Guo

Vanessa Sun, vice president of Havas Beijing and Ben Sun Erhei, chief creative officer, give us insight into this heartwarming story for Chinese tech giant Huawei.

So, tell us the storyline of this piece.

Well, it begins with a man, a surgeon, taking pictures of a teddy bear wherever he is—in a first-class cabin, at a restaurant, in a meeting room after an important medical consultation, and so on. Others look at him with surprise, but he doesn’t care—his lovely daughter gave him the teddy bear to accompany her dad while he’s traveling on business.

One day, the father leads a surgery to remove a brain tumor from a 6-year-old boy. After the surgery, he gives the boy his daughter’s beloved teddy bear. When he returns home, the father must tell his daughter that he gave the teddy bear away. But he explains that there is someone who needed it more—the boy after his surgery. It’s a touching story about a father who teaches his daughter to give love.

And what was the insight that led to this story?

The unique selling point of the new Mate 10 is the AI chip. This is the first smartphone that has an actual AI chip built into it. It can learn, think, and understand human speech—it even has emotions and its own personality. More importantly, the Chinese pinyin spelling of love is “ài.” So, we figured the smartest way to deliver the message on an AI (or love) phone is by using a story about love (AI).

How does this story appeal to its target audience?

The target audience is the so-called new elites—people who are leading the next wave of business in their fields. In China, our key challenge is to lure Apple users, so the target should not only be business elite. The target is well-connected individuals who work hard to achieve their very best and drive their respective industries forward. They strive for excellence in all aspects of their lives. They love their family. They are confident, curious, open-minded, and optimistic. In this story, for example, the hero of the film is a caring doctor—a new elite—who is also an excellent father. In this story, he teaches his daughter to give love (AI).

 

"The best love you can give to your children is to help them learn to give love."

What’s the main goal of this campaign?

Huawei is a brand on the move—they’ve achieved huge growth in China. The goal is to grab market share away from Apple in China. The Mate 10 is the Huawei business flagship smartphone. This is the first smartphone that has an actual AI chip built into it. The objective: to disrupt the market through the revolutionary AI capability that’s within this smartphone’s chipset and to position the Mate 10 as the best choice.

How’s this spot different from other commercials for mobile devices?

The ad is obviously different than most commercials from Huawei’s competitors. Commercials for mobile devices usually show only key features of the products, with 3D animation or celebrity endorsements. Our ad, however, shows resonance and emotion. When ad touches a consumer’s heart, it catches much of the consumer’s attention, making the ad more memorable.

What do marketers hope that the audience learns about the brand through this new spot?

Mate 10 is the smartphone with an AI chip—a heart. The best love you can give to your children is to help them learn to give love.

What was the best thing about working on these spots?

The clients put their trust in the agency and provided a lot of support. We were also lucky enough to work with well-known Asian director Jing-Ren Luo.

Have you gotten the reaction from the audience that you were expecting?

The film has been on-air since December 28, and analytics show that in the first three days it was on-air, it got more than 100,000 views on WeChat.

CREDITS:

Brand: Huawei Mate 10 Pro

Agency: Havas Beijing

CCO: Ben Sun Erhei

ECD: Qifei Xu

CD: Meng Lin

Group head: Scott Miao

Copywriter: May Xie

VP: Vanessa Sun

GAD: Sophie Guo

Natasha Smith is the strategic communications manager for Havas Group. She happily represents 404 in the 212.

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