Raymond Lam fronts HONOR's new foldable phones targetting business centric individuals

Smartphone brand HONOR has partnered with media agency Wavemaker Hong Kong to unveil a new campaign promoting its new foldable phone. Also known as “Magic V3「薄」大精深”, the two-month campaign is running in Hong Kong and Macau.

A spokesperson from HONOR told MARKETING-INTERACTIVE that the campaign targets business folks and tech-savvy individuals who value both style and innovation in their mobile devices. “They are early adopters, trendsetters, and appreciate premium quality and design,” the spokesperson said.

The campaign aims to reach its target audiences and create awareness to trigger their intention of getting a V3, which positions itself as the most desirable foldable phone in the Hong Kong market based on design, performance, and aspirational style. The campaign comes with a tagline of "Unfold the power of magic" (揭 · 曉魔力), which aims to capture the essence of the Magic V3, and highlight its design, technology, and the experience it offers.

The campaign features local actor Raymond Lam, whose image resonates with the brand values, according to the spokesperson. “We leverage Lam's image as a stylish and tech-savvy individual to connect with the target audience and elevate the perceived value of the Magic V3.”

During the pre-launch phase, the campaign released teaser videos and visuals featuring Lam on social media. It also launched targeted display ads highlighting the phone's slim profile and key features, along with SEM campaigns to capture early search interest and drive traffic to the HONOR website. 

On the launch day, 27 August, the campaign debuted a full version of the promotional video featuring Lam as a spy on a covert mission to capture a target in a restaurant, while featuring Magic V3's key selling points. 

Furthermore, HONOR hosted a live stream event featuring Lam, showcasing the key selling points of the Magic V3. It also launched a YouTube Masthead takeover for maximum visibility and reach, along with launch day contests and giveaways that aim to drive engagement and excitement.

To maintain engagement, the campaign will introduce product demos and feature highlight videos, launch user-generated content initiatives to showcase real-life experiences, and establish consistent cross-promotion across all digital channels, such as YouTube, Facebook, Instagram, as well as display banner, In-& outstream video, and SEM.

"The HONOR Magic V3 is designed to empower you to live life to the fullest. Its durable design, measuring only 9.2mm thick, means you can confidently take it anywhere, knowing it can handle whatever your day throws its way. This is more than just a phone; it's a trusted companion. The built-in AI functions, such as AI-erasing, AI HONOR Note, HONOR Face-to-Face Translation, and Magic Portal, facilitate the effectiveness of your daily life. The HONOR Magic V3 is built for seamless integration and lasting performance, setting it apart from the rest,” HONOR said.

Kenix Lai, managing partner, Wavemaker Hong Kong, said: “HONOR's Magic V3 launch is a masterclass in mobile marketing. By seamlessly blending cutting-edge tech with an integrated and savvy digital campaign, HONOR raises the bar for future product launches. The promising and impressive product benefits are fully demonstrated in the campaign which should catch the eyeballs of all targets.  We strategically planned multiple content across digital platforms as we trust all these voices would well-engage our targets differently along the purchase journey with HONOR."

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