Honor x Community Advertising
When: 2016
Where: Webedia (Digital Publishing & Influence), France
Role: Executive Creative Director
Huawei's Gen-Z oriented brand, Honor, was preparing the launch of its new flagship smartphone, the 5x, and looking for ways to make a dent in the arch-dominance of Apple and Samsung. The Honor 5x came packed with state of the art specs and features, at half the price of competing products.
Leveraging Honor's brand platform, "For The Brave", we created a community-led multi-vertical activation that called on gamers, movie & show lovers, foodies, fashionistas and reality TV enthusiasts respectively to show how brave they were by clicking on intriguing ads that did not show any product, and hardly any brand.
We achieved click through rates up to 10x above standards thanks to the trust that these consumers had placed in our own media properties and influencers. Clever word plays, casual games and witty calls to action (CTAs) were embedded into more than 500 unique banners, social posts and brand content, all in the spirit of showing how brave the Honor brand was, and how brave those who made the leap were.
