Huawei, the China-based telecoms operator and smartphone manufacturer, is rolling out its new branding campaign entitled “Make it Possible,” designed to increase the brand’s recognition on the global market. The new initiative was launched at the Mobile World Congress in Barcelona, the biggest international mobile tradeshow, this week. So far, it includes just one spot with the brand’s logo in the very end—Huawei’s global corporate branding effort is to launch on a larger scale across its business divisions later this year.

The first 1:30 clip indirectly promotes the company’s line of Ascend smartphones—in particular, it was created to support the launch of Huawei’s latest revolutionary product, new Ascend P2 smartphone, regarded by the company itself as “the fastest smartphone in the world.” The new film is encouraging the audience to move forward, take challenges and overcome difficulties. The global campaign is to be rolled across key markets through “touch-points as retail experiences, online activities, and media engagement” in the coming months, states the company in the press note.

“This gives us strong momentum to focus our efforts to be a leading smartphone brand in the coming years. I am excited that ‘Make it Possible’ not only defines who we are, it also represents the desire for extraordinary experiences from consumers around the world,” commented Richard Yu, CEO of Huawei Consumer Business Group.

For Huawei, the year of 2012 was truly fruitful. According to research firm IDC, in the fourth quarter of 2012 Huawei was the world’s biggest smartphone maker, gaining 4.9% market share, while Samsung and Apple secured 29% and 21.8%, respectively. Last year, the China-based manufacturer shipped 32 million smartphones, which is 60% more than in 2011. With the innovative addition to its product range and the new approach to marketing, Huawei aims to continue the success and gain a bigger share on the global market of smartphones, currently dominated by Apple, Samsung, Nokia, HTC, and Sony.

While Huawei is just starting to make its big way in the international marketing field, its major rivals already have promoted their offerings with numerous global ad campaigns and are expanding their ad portfolio with new efforts.

Sony Mobile Communications has recently launched a new cross-platform marketing promotion for its Xperia smartphones across more than 20 markets. The company hired celebrated director Tarsem Singh to create the centerpiece of the campaign, a spot that showcases the characteristics of the smartphones against the colourful settings of India’s Holi festival. The global campaign debuted at Mobile World Congress in Barcelona this week.