Context
HONOR entered the Romanian market in May 2022. With a well-established smartphone landscape featuring dominant players like Samsung and iPhone, along with other competitors such as Xiaomi, Huawei, and Oppo, consumer preferences have largely been defined.
In Q2 2023, HONOR introduced a game-changing device, the HONOR Magic 5 Pro, which swiftly claimed the top spot in the Camera and Display categories on DXOMARK.
The Brief
Challenge 1: In a highly competitive market with existing emotional connections to other brands and a significantly smaller promotional budget compared to Samsung, our objective is to shine the spotlight on the HONOR Magic 5 Pro as the ultimate "pro" contender.
Challenge 2: Leveraging Key Opinion Leaders (KOLs) presents an authenticity hurdle, considering their well-known associations with iPhones and Samsung devices. Finding a credible approach is essential.
The Solution
Our strategy revolves around positioning the HONOR Magic 5 Pro as a "challenger" against its formidable rivals. To accomplish this, we submitted the product to the ultimate test. We proposed a compelling series of tests that demonstrate the superior capabilities of the Magic 5 Pro when pitted against competitor devices.
The Execution
We envisage a cost-effective reality show where influential figures are invited to take part in tests comparing their own phones to the Magic 5 Pro. This engaging show will be hosted by two KOLs—one from the entertainment sphere and another from the tech domain (we named them The Switchers). The mission of "The Switchers" is to persuade their guests, through a series of tests, that the Magic 5 Pro is indeed the ultimate "Pro" device.
Furthermore, we intend to present seemingly mundane features of the Magic 5 Pro in an easily digestible manner, interwoven throughout each concise 5-minute episode.
This campaign “main” encompasses three episodes that are showcased on YouTube. The campaign's reach is amplified through KOL endorsements, paid media such as banners and social media promotions, as well as strategically crafted PR articles.
EPISODES
