Huawei’s 4G campaign.

The Chinese manufacturer is one of the first to launch 4G phones on the recently launched EE network in the UK, alongside the iPhone 5, HTC One XL, Samsung Galaxy S3 LTE and Galaxy Note 2 and the Nokia Lumia 920 and 820. It has the most products of any brand in EE’s 4G range – with a smartphone, mobile WiFi device and a dongle.

Huawei, which has yet to make a major dent on the UK market against its more established competitors, is hoping the “Test Pilots Wanted” campaign will articulate the speed of its 4G enabled devices to create cut-through. The manufacturer does not even feature on comScore’s smartphone subscriber data, although the “other” category where Huawei is likely to sit accounted for 2.4 per cent of the market in the three months to August.

The creative in the campaign comprises a series of people’s faces that have been distorted by the power of the “4G g-force”. It warns “test pilots” to “prepare to be blown away” in the strapline.

The campaign will feature across print, digital, social media and experiential activity in major shopping centres. It was created by Let Us Create, while M2M handled the media planning and buying.

Jill Styring, Huawei Device UK and Ireland marketing director, says: “Huawei is recognised globally for its technology leadership, but it is a new brand still in the consumer market. This is changing fast, however, and the ‘Test Pilots Wanted’ campaign delivers the focus and cut-through that new brands in hugely established and competitive markets require.”

The campaign marks the second major marketing activity from Huawei in the UK, following on from its “Beauty and Brains” activity to support the launch of its Ascend P1 handset in September.