PPR Worldwide EMEA (PPR) worked with Honor to launch a brand new mobile phone brand, Honor, to a saturated European mobile devices industry and to establish it as a prominent player. Honor, an innovative new brand from Huawei, wanted to establish itself in the highly competitive smartphone sector with a revolutionary model: a 100% digital brand dedicated to digital natives who view smartphones as an enabler for living their daily lives. Honor developed a unique “Consumer to Business model” placing the customer at the heart of all products and activities.
PPR provided innovative and creative PR strategy development and implementation for Honor to bring the brand and its innovate approach with consumers to light. We worked closely with Honor to launch the brand across Europe within a tight turnaround time of four weeks to engage pan-European media with the exciting new brand. In addition to this, we then worked with Honor to execute six new product launches within the span of six months in order to develop an extensive fan community and to create Honor’s share of voice through an engaging digital program, breakthrough brand content, PR, events and partnerships. The program attracted the high-tech community and target audience and integrated digital, sales, marketing and business elements.
Activities over the span of the first few months resulted in a total of over 4 billion reach. PPR executed 8 events (6 local and 2 pan-European) in close partnership with Honor, and regularly engaged with 600+ media across 6 European markets. We also managed a device review program and conducted 400+ product loans to media for reviews, supported local sales targets, competitions and discounts with news flashes and media advisories and maintained on ongoing stream of news coverage.
Our team’s dedication to creating innovative, global and powerful operations succeeded in establishing Honor as a leading smartphone online, and its smartphones are recognised as ones of the best smartphones in their category in various rankings.
PPR’s results include record-breaking sales on Black Friday 2015 as well as engagement with on- and offline influencers from various spheres (Youtubers, Twitter, Forumers, FB, Instagrammers) resulting in them becoming active members of Honor’s fan community. Honor is regularly positioned in the media as “the new brand that scares the big ones” being featured alongside leading global smartphones brands.