Huawei
5G Beyond
Immersive Tech Exhibition
Turning technical strength into tangible experience: a benchmark for dual-track B2B and B2C interactive marketing
Project Context
Huawei 5G Beyond on site – a three-hall progressive experience design
As a global leader in 5G, Huawei needed to translate abstract technological advantages into an intuitive, human experience.
Working alongside Ogilvy's strategy team, Qingmei Future created the "5G Beyond" immersive tech exhibition. A three-hall progressive experience design delivered on two goals at once: public education for consumers and business conversion for enterprise clients.
Core Challenges
Making the abstract tangible:Technical specs like "low latency" and "high bandwidth" are too abstract for most people to grasp intuitively
Balancing two audiences:Serving consumers' need for education and enterprise clients' need for business outcomes within a single space
Scaling globally:Keeping the experience consistent across a five-city tour while controlling cost and build time
Project Goals
Consumer goals:Draw 50,000+ visitors and generate 100M+ brand impressions through social media
Enterprise goals:Capture 1,000+ high-quality business leads and drive 300M+ in intended contract value
Brand goals:Establish Huawei as the leader in 5G and next-generation communications
Three Core Principles
Making Technology Tangible
We turned abstract specs like 5G's low latency and high bandwidth into hands-on experiences, from cloud racing to digital twins, so its advantages could be seen and felt.
Dual-Track Marketing
An intelligent visitor-routing system served consumer education and enterprise conversion simultaneously, maximizing marketing efficiency.
Built to Scale
A modular design enabled 72-hour installation, ensuring efficient delivery and a consistent experience across the five-city tour while significantly cutting operating costs.
A Three-Hall Progressive
Experience Architecture
The Sensory Hall
Core experience:Real-time cloud-rendered racing
Design goal:Turn the abstract idea of "low latency" into a clear win-or-lose moment, quickly establishing 5G's advantage.
Experience design:Participants race head-to-head in a cloud game, one on 4G and one on 5G, feeling the difference directly through precision of control.
Innovation:Haptic feedback seats and an edge computing emergency-response demo elevate a visual experience into a full-body one.
4G vs 5G real-time cloud-rendered racing zone
Smart port digital twin sandbox – enterprise clients simulate 5G deployments in real time
The Industry Hall
Core experience:Digital twin sandbox
Design goal:Demonstrate the real-world value of 5G in vertical industries such as smart ports and smart mining, driving enterprise conversion.
Experience design:Enterprise clients simulate 5G deployments on the sandbox and see key metrics like efficiency gains and cost savings in real time.
Innovation:A multi-user VR collaboration space lets clients step into the twin as virtual engineers and plan together.
The Future Hall
Core experience:6G holographic outlook
Design goal:Establish Huawei as the leader in future communications, showcasing its technology vision and capacity for innovation.
Experience design:Presents the concept vision for 6G, including integrated space-ground networks and converged communication, sensing and computing.
Innovation:A holographic interactive wall lets visitors use gestures to explore how 6G will connect satellites, deep-sea equipment and personal wearables.
6G holographic interactive wall – a vision of integrated space-ground communications
we guide visitors along a complete path from interest to opportunity."
Why three progressive halls?
Hall One sparks instant interest through sensory impact, turning consumers into active advocates. Hall Two demonstrates real-world value through industry applications, opening the door to business conversations with enterprise clients. Hall Three reinforces brand perception through a vision of the future, building lasting trust.
This progressive design ensures every audience finds something relevant, while naturally deepening their understanding from first impression to real insight.
How does precise routing work?
Facial recognition and LiDAR SLAM positioning at the entrance automatically identify consumer and enterprise visitors. Enterprise clients are guided first to the Industry Hall, with a dedicated guided tour.
Consumers begin with the Sensory Hall for the full journey. This "invisible segmentation" makes every visitor feel the experience was made for them, not that they were sorted.
Interactive Experiences
Innovation Highlights
Haptic Feedback System
Technical implementation:Vibration motors and pneumatic push-back units built into the racing seats
Experience value:Elevates 5G's low latency from something you see to something you feel
Marketing impact:300% increase in social media sharing
VR Collaboration Center
Technical breakthrough:Upgrades the digital twin sandbox into a multi-user VR collaboration space
Experience design:Enterprise clients enter the twin as virtual engineers
Business value:Significantly shorter sales cycles
Edge Computing Emergency Demo
Scenario design:A "sudden failure" scenario staged mid-race
Technology showcase:Demonstrates millisecond-level remote medical guidance with 5G and edge computing
Business value:Speaks directly to pain points in healthcare, industry and beyond
5G Benefit Assessment Report
System Features:Auto-generated custom assessment reports after B2B client interaction
Data Dimensions:Including efficiency gains, cost savings, and ROI forecasting
Conversion Value:Elevating lead quality from "interest" to "intent"
Technical Architecture & Innovation
5G Network Slicing
Dedicated network slices configured for different experience zones—flying car racing, digital twin, VR collaboration—ensuring bandwidth, latency, and security levels are isolated and optimized for each.
HarmonyOS Security Framework
Leveraging HarmonyOS distributed security framework, all facial recognition and location data is anonymized at edge nodes to ensure personal information security and compliance.
Never-Ending Cloud Exhibition
Using Cloud VR SDK to create an online cloud exhibition. After the physical tour concludes, all experience content can be rapidly deployed to the cloud for global remote access.
Marketing Results &
Business value
Dual-Track Marketing Results Visualization – All Core KPIs Exceeded
C2C Communication Impact
• Visitor footfall exceeded50,000+, surpassing target by 67%
• Social media content impressions reached120 million
• Vlog challenge attracted5000+user participation
• University partnerships covered20top institutions
• Brand favorability increased42%(third-party research)
B2B Commercial Conversion
• High-quality business leads collected1,000+
• On-site signed intent valueRMB 380 million
• Vertical industry seminars held15
• CEO-exclusive guided tours200+
• LinkedIn B2B impressions reached5 million+
Dual-Track Communication Strategy
C2C Communication Path
1. Social Amplification
Launch "My 5G Speed Challenge" vlog campaign—participants share flying car race videos, winners receive the latest Huawei flagship device
2. KOL Collaboration
Invite leading KOLs in tech, automotive, and gaming for deep-dive experiences and content creation
3. University Penetration
Partner with 20 top universities including Tsinghua and Peking University to organize student group visits, building awareness among future tech talent
4. Online Cloud Exhibition
Reach potential users unable to attend in person via VR cloud exhibition, extending the marketing cycle
B2B Conversion Path
1. Precision Invitations
Targeted invitations to CIOs/CTOs in vertical industries such as smart ports, mining, and healthcare
2. Industry Roundtables
Host 3 vertical industry solution seminars during each tour stop
3. Executive Tours
Provide one-on-one executive-led tours and solution briefings for priority clients
4. Value Reports
Auto-generate custom 5G value assessment reports based on sandbox simulations, serving as business follow-up tools
ROI Analysis
Total exhibition investment of RMB 20 million generated direct business intent of RMB 380 million and indirect brand value uplift exceeding RMB 160 million
Of 1,000+ business leads, 350+ have entered commercial negotiation—far exceeding the industry average of 15%
Based on 50,000 visitors, significantly lower than traditional advertising's RMB 800/person cost
Qingmei Future
Interactive Marketing Methodology
Drawing on Ogilvy's strategic framework and Qingmei's design DNA, we distilled the "4E Interactive Marketing Model" for B2B tech brands
Engage
Core:Build interest rapidly through sensory impact
Method:Design highly shareable interactive experiences (e.g., flying car racing) that turn participants into brand ambassadors
Educate
Core:Transform technical advantages into perceivable value
Method:Make complex technology simple and understandable through comparison scenarios and data visualization
Empower
Core:Provide decision-support tools for B2B clients
Method:Design interactive elements that output commercial value (e.g., value assessment reports), helping clients advance internal approvals
Extend
Core:Keep marketing assets generating value
Method:Extend the marketing lifecycle and reduce per-acquisition cost through cloud exhibitions and content archiving
Four Core Insights
01 Technology Perceptibility Design Principle
Challenge:Technical specs are too abstract for ordinary users to build intuitive understanding
Solution:Convert technical parameters into quantifiable, perceivable experience scenarios such as "win/loss comparisons" and "efficiency data"
Methodology:Find the intersection of technical advantages and user pain points; design comparison scenarios that amplify technical differentiation
02 Dual-Track Visitor Flow Design
Challenge:C2C and B2B visitors have vastly different needs—how to achieve segmented experiences in the same space
Solution:Complete segmentation at entry via intelligent recognition, providing different experience paths and services
Methodology:Use technology to achieve "invisible segmentation," making each audience feel the experience is "tailored for me"
03 Commercial Conversion Mechanism Design
Challenge:Exhibition experiences are compelling but fail to effectively capture business leads
Solution:Embed a "5G Value Assessment System" in the digital twin sandbox to naturally capture lead information
Methodology:Disguise conversion tools as "experience value-adds" so clients voluntarily share information
04 Modular Rapid Replication
Challenge:How can a multi-city roadshow deliver a consistent experience while keeping costs and setup time under control?
Solution:All exhibition modules were prefabricated to ISO shipping container dimensions, enabling setup within 72 hours.
Methodology:Design for disassembly from the outset, bringing an industrial design mindset to experiential marketing.
Key Success Factors
Qingmei Future × Huawei × Ogilvy — A strategic collaboration that set a new industry benchmark
Precise Positioning
Clearly defined goals for consumer education and B2B conversion informed a three-hall journey that served both audiences.
Experience Innovation
Abstract technology became tangible through haptic feedback, collaborative VR and other innovations that made its advantages clear and memorable.
Close the Conversion Loop
Tools for lead generation and sales conversion were integrated naturally into the experience, turning interactions into qualified opportunities and maximizing marketing ROI.
Efficient Execution
A modular design enabled rapid deployment across five cities, with a 72-hour setup window that significantly reduced delivery costs and risks.
Data security
The HarmonyOS distributed security framework ensured that all user data was de-identified at edge nodes, reinforcing the brand's commitment to responsible data practices.
Lasting Asset Value
A virtual exhibition platform kept the experience accessible after the physical roadshow ended, allowing marketing assets to continue delivering value and extending the return on investment.
Qingmei Future creates interactive marketing experiences that make technology tangible.
From strategy to delivery, we turn technical capability into commercial impact.
Project at a Glance
Key Metrics
Visitors
50,000+
Business Leads
1,000+
Intent to Sign
RMB 380 million
ROI
1:8
Lead Conversion Rate
35%
Setup Time
72 Hours
Key Technologies
• 5G Network Slicing - Dedicated network slicing for optimal performance
• Edge Computing - Millisecond response demonstrations
• Digital Twin - Real-time port and mining simulations
• Collaborative VR - Shared virtual engineering environments
• Cloud VR - An always-on virtual exhibition platform
• AI Recognition - Smart visitor routing using facial recognition and location data
• HarmonyOS Security - Data de-identification at the edge
