HONOR showcases AI deepfake detection feature with PR stunt

Smartphone brand HONOR has launched a PR stunt centred around a deepfake detection feature as part of its campaign to promote its latest flagship model.

Done in collaboration with local creative agency Narrow Door, the campaign highlights the importance of digital security in an era of rapid technological advancement. It also aims to promote HONOR’s AI deepfake detection feature, which is designed to protect users from potential scams and misinformation nowadays. 

The PR stunt features a crafted scenario involving DJ celebrity Sammy Leung (森美), who shared on his Instagram that he received a WhatsApp deepfake call purportedly from his friend, local actress Sandra Ng (吳君如). In the call, she stated that she was in trouble and needed his help. 

The surprising twist occurs when Ng receives a video call from herself, realising that scams nowadays leverage sophisticated deepfake technology. This unexpected prank caught him off guard and set the stage for revealing the AI deepfake detection technology in the HONOR Magic7 Pro, positioning the brand as an innovative leader in ensuring online safety.

The PR stunt has received significant attention from Hong Kong citizens. A check by MARKETING-INTERACTIVE saw that Leung’s Instagram post has received over 20,000 likes and 200 comments. While some netizens found it quite amusing, some said they initially thought it was truly Ng until they read the caption. According to HONOR, the PR stunt garnered 121 media pickups at no cost, resulting in an estimated media coverage value of HK$3,311,000 and propelling it to viral status across multiple platforms.

Following the PR stunt, HONOR has launched the main video highlighting Magic7 Pro’s capabilities. The story creatively reimagines a recent local movie starring Ng, "Love Lies” (我談的那場戀愛), where she falls victim to an internet scam and loses a significant amount of money. In a twist, the HONOR Magic7 Pro rewrites the narrative, showcasing how the smartphone AI technology can transform daily life and empower users to take control of their stories.

The campaign will be amplified across various platforms, including TV commercials, trams, buses, social media, digital marketing and a launch event featuring a real-time deepfake booth that offers the audience a firsthand experience.

All elements will showcase content that highlights how the AI technology in the HONOR Magic7 Pro combats deepfake threats and enhances safety in our daily lives, along with other features that reinforce HONOR's identity as more than just a smartphone brand, but as a guardian and trusted partner for consumers' digital interactions.

Roy Tang, marketing manager, HONOR, said: “Our smartphones are designed to enhance connectivity and communication, but we recognise that advanced technologies such as deepfake pose real risks. The stunt and video of this campaign were crafted to capture widespread attention, highlighting the pressing issue of deepfake technology today. With the AI power of HONOR Magic7 Pro, we aim to empower users by providing them with tools to discern reality from deception.”

Kit Yu, creative director, Narrow Door, said: “In today’s fast-paced industry, creating a buzz is essential for capturing the crowd’s attention. We’ve noticed that the way to draw awareness has been changing, and our team has been adapting to these shifts. Engaging storytelling combined with timely themes is key to resonating with our audience.”

Don’t miss: Raymond Lam fronts HONOR's new foldable phones targetting business centric individuals

Back in August last year, HONOR partnered with Narrow Door and media agency Wavemaker Hong Kong to launch a campaign promoting its new foldable phone. Also known as “Magic V3「薄」大精深”, the two-month campaign was available in Hong Kong and Macau.

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

Related articles:

Honor concludes global media pitch, hands China planning biz to GroupM
Raymond Lam fronts HONOR's new foldable phones targetting business centric individuals
Miss Universe SG revises physical musts: Inclusive or just a PR stunt?