[CP] Thoroughly communicating 'hard to drop'

Have you ever dropped your earphones? Today, I am introducing a digital and physical integrated promotion conducted by Huawei Japan to coincide with November 18th, 'Good Earphone Day'. The outdoor advertising displayed at the Tokyo Metro Marunouchi Line Shinjuku Station Metro Promenade from Monday, November 11th to Sunday, November 17th, was highly impactful.

Furthermore, what is noteworthy is the campaign linked with X. In an X survey campaign asking, 'Have you ever had your earphones fall out of your ears?', the number of people who answered 'Yes' (by clicking the like button) is displayed on an electronic bulletin board.

The number of likes was reflected on the bulletin board in near real-time apparently.

Furthermore, on X, they held an 'Earphone Relatable Senryu Contest'!

The winning Senryu poems were also displayed on the bulletin board at the station.

The details of the campaign were summarized clearly on PR Times, so please take a look.

Above all, I felt that the impact of the transit advertising was overwhelming.

Also, I felt that the mechanism where reactions on X are counted in real-time on transit advertising was novel. The target product this time, the 'HUAWEI FreeClip', is said to combine a comfortable fit with overwhelming stability. From the survey asking 'Have you ever had your earphones fall out of your ears?' and the copy 'Never drop them again,'



it is clear that they are 'breaking through with a single USP: that they are hard to fall out of your ears.' I felt that the point of consolidating the message into one throughout the entire campaign was bold and made it a campaign that is easy for consumers to remember.

Looking at the transit advertising, they look like earrings and seem like they might fall off, so I felt like I wanted to try wearing them myself.

According to the product website, they use a shape-memory alloy and adopt a design that makes them hard to fall out of the ears. Check out the cool product page below ⬇️