VICE launches content campaign “FOR THE BRAVE” for Huawei’s HONOR 9 Smartphone

Nov. 16, 2017

INTRODUCTION

 

Due to Huawei’s Honor 9 Smartphone launch, VICE created the content campaign “For the Brave”. This project provides a credible surrounding to present the product to its target group. The campaign consists of three editorials including a photo series which portray young people who are not afraid to break rules and who are willing to get out of their comfort zone to follow their passion(s).

BRIEFING

 

Initial situation and goal

In summer 2017 honor is launching a new mobile phone – honor 9. In Switzerland honor is mainly available via selected online retailers. Honour’s target group are young people and with VICE they want to reach them on a personal level and enhance the awareness for the brand and their new product.

Target group

18-34 year old persons (focus on male) in the German speaking part of Switzerland.

 

CONTENT OVERVIEW

 

Creative

‘For The Brave’ shows young people who aren’t afraid of limits and conventions. They break rules and get out of their own comfort zone. These young brave people talk about their fears, inspiration, their passion and what it means to go beyond their own limit.

 

DELIVERABLES

 

Editorials & Hub

VICE produced 3 Editorials incl. photo series about 3 young and brave athletes who go beyond their own borders. The content was published  on a content-hub on VICE.

Digital Activation

VICE created a classical display ad campaign on two levels. The co-branded level pushed the content programme, whereas on the branded-level readers were directed to the retailers where they could purchase the products.

But VICE not only activated the content program through paid media but also used native advertising to get the attention of the audience for „For the Brave“.

And in order to support the campaign’s sequentiell storytelling, VICE used Facebook and Instagram activation to reach the target group on different channels.

 

ON TOP SERVICE VICE

To add an extra value to the campaign VICE published a branded ad in the VICE Magazine Volume 11, Number 4 which was published in August.