Ogilvy HK Embraces the Brave with Inspiring Honor 6 Smartphone Campaign
Ogilvy & Mather Hong Kong has revealed the global campaign, ‘For the Brave’, announcing the launch of the Honor 6 smartphone in new markets.
The Honor smartphone range has performed well in China to date, with strong brand awareness in the market, but has yet to break onto the global smartphone scene.
The campaign includes a series of three short, documentary-style films, three print visuals and two product visuals. ‘For the Brave’ celebrates individuality and strength of mind and people who believe in paving their own way in life. The visuals feature three people who have given up unfulfilling jobs to live their passion and follow their dreams.
In contrast to smartphone brands that put their devices on a pedestal and sell in a brick and mortar store and actively lecture fans to follow, Honor will change the landscape and break the norm of a one-way relationship between brand and follower.
Honor’s innovative ‘consumer-to-business’ (C2B) model puts customers at the heart of business model exerting strong influence to the brand and products. Honor is not launching with flashy TV ads but will let fan reviews do the talking. Instead of spending on shiny flagship stores, Honor will deliver great value directly to fans via Amazon. Honor focuses on designing the best quality products matching its customers’ needs, building the right eco-systems to give amazing experiences.
Reed Collins, Chief Creative Officer, Ogilvy & Mather Group Hong Kong said, “We are targeting a highly savvy person, who always have their devices on hand. It serves a large part of their lives. Our campaign reflects the character and individuality of a new generation of consumers that want to see action, not ads. These are people unafraid of buying products unknown to them because as the line reads – Honor is for the brave.”
Account Director: Candace Tan
Account Manager: Crystal Choi
Creative Agency: Ogilvy & Mather Hong Kong
Art Director: Raluca Stroe
Associate Creative Directors: Richard Sorensen
Business Director : Jeff Leong
Chief Creative Officer: Reed Collins
Planner: Eva Augustyn
Producer: Jacqueline Ho
Music and Sound
Music Production: Music Amsterdam
Director: Stephan Wever
Production Company: B-Reel UK
Category: It, phones, Av and computers , Phones
Genre: Dialogue , People