Mumbai: In an innovative move, HONOR has redefined the landscape of marketing campaigns with its recent initiative “RIP Tempered Glass.” This avant-garde campaign, which unfolded from 27 to 31January garnered widespread attention and engagement across various social media platforms. By employing an unique and engaging approach, blending humour, relatability, and visual storytelling, the campaign aimed at addressing the persistent challenges faced by curved tempered glass on smartphones.
The campaign started with a consumer survey on Amazon which further demonstrated the issue. About 73 per cent of the respondents experienced display damage from accidental drops and 90 per cent of them are still looking for a durable ‘crack-proof’ phone.
This was followed by X storm featuring influencers and micro-influencers who shared intriguing open-ended statements bidding farewell to something or ending a relationship. The hashtag #RIPTemperedGlass trended as X users joined the conversation, creating a buzz around the campaign.
HONOR's creative approach continued with visually striking content. The company released visuals depicting a broken phone, scratched screens forming a screaming face, and a symbolic breakup between a phone and tempered glass. The message was clear - it's time to say goodbye to tempered glass and embrace a new era of phone protection.
The campaign's highlight was the creation of a humorous obituary for tempered glass, accompanied by a formal template and a heartfelt eulogy. The campaign portrayed tempered glass as a "Scream-guard" that shielded users from the shock of dropping their phones. The accompanying visuals and narrative humorously bid farewell to this unsung hero of the smartphone era.
In new move, HONOR produced a full-fledged funeral/tribute video for tempered glass, marked by its sarcastic and funny tonality. The video celebrated tempered glass as an imperfect defender of screens everywhere, concluding with a symbolic gesture featuring Mario from the iconic video game series. As he encounters a Mobile repair shop selling tempered glass, Mario rejects it, highlighting the durability of his HONOR phone.
Through the #RIPTemperedGlass campaign, HONOR Smartphone sends a clear message - display innovation is at the heart of their brand. The campaign balances humour and creativity while highlighting the durability of HONOR phones. With this, HONOR smartphone looks forward to a future marked by durable screens and enhanced user experiences.
