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HOW DO YOU CONNECT AN UNKNOWN CHINESE PHONE BRAND TO THE YOUTH OF UAE & KSA? THE SOLUTION FOR HONOR
(HUAWEI) WAS TO LISTEN WHEN THEY
CHALLENGED US TO "HONOR ME" - RESULTING IN A CREATIVE PLATFORM THAT COULD SHOWCASE THEIR TALENT.
Aimed at the new 'Mipster" generation - Honor phones enhance creativity and individuality. The concept of - "do not take us at face value just because we live in the Middle East, see us for who who we are inside."
PRE-LAUNCH
Arabic Influencers - were critical in seeding the concept of "Honor me" and to be seen to have brand in hand in their adventures and travels away from the Middle East.
At retail - The first 1000 shoppers in each region received an exclusive RDF Enabled Ring for entry into special curated Honor events in abandoned warehouses and pop-ups in malls - promoting social sharing. This is risky in MENA and tapped into their ability to be brave for creativity.
Online - users were encouraged to share how they want to 'be honored'/ their personal creativity online. Even with KSA restrictions it could be done anonymously. Those with the most votes were awarded prizes tailored to their creative dreams.
A winning pitch campaign.
