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