In December 2017, Honor was preparing to launch its flagship phone, the 7X in Saudi Arabia. In an increasingly competitive market, where more than 66% of smartphone buyers prefer Apple and Samsung, H+K needed to find a way to disrupt the younger community to increase awareness of the Honor brand and drive engagement.
We set out to find Saudi youth’s passion points and utilize them in launching the Honor 7X. Capitalizing on their love of football and the upcoming 2018 FIFA World Cup, we worked with iconic Saudi footballers and National Team players Yasser Al Qahtani and Fahad Al Muwallad (responsible for the goal that put KSA in the World Cup Finals in Russia) to launch the Honor 7X Challenge via videos created by H+K’s in-house studio.
Over the next seven weeks, the campaign spearheaded by our footballing heroes challenged football lovers in Saudi to show us their best tricks via videos on social media.
To maintain the high levels of excitement and engagement, we announced weekly winners, who won an Honor 7X phone signed by Yasser or Fahad. The public was then asked to vote on the videos from the seven weekly winners with the top three flown to Russia to attend World Cup matches. The response from the community was overwhelming with more than 300 user-generated videos, 8,000 engagements on Instagram and a 10% organic engagement rate on Facebook for the voting post.
Furthermore, to ensure that the 7X features weren’t obscured by football fever, we used comedy as a second passion point and collaborated with two Saudi influencers to create short videos highlighting the product. The videos exceeded our set KPIs of 80,000 views, with some organically reaching 300,000 views. The campaign also geographically expanded beyond the region, with skills videos received from Sudan, UK and Canada.