HONOR Romania and Tribal Worldwide launch "The Magic Challenge" campaign

“The Magic Challenge” is the new HONOR campaign, developed locally and signed by the Tribal Worldwide Romania agency, which aims not only to communicate the outstanding performance of the newest flagship phone from the Magic series – HONOR Magic5 Pro – but to test them, in order to demonstrate its performance.

The moderators of the 3-episode series “The Magic Challenge” are tech expert Dan Cadar and musician Jean Gavril. During the episodes, they invite several representative digital content creators from Romania to test their own phones, regardless of the brand, and compare it with Magic5 Pro, the smartphone that has dominated international rankings this year in terms of camera and display, according to experts from DXOMARK. Basically, a series of comparative tests are offered to both content creators and viewers to convince them of the technological advantage of the HONOR Magic5 Pro smartphone.

The reality around which this multi-series campaign was built revolves around the fact that once you get used to a particular brand, especially a technology brand, it is difficult to change it, although there are better and perhaps more advantageous options.

„It’s very complicated to change your phone after years of getting used to it. As the newest player to enter the market, in a highly competitive industry with loyal users, HONOR needs more than an exciting story to convince people and industry professionals of the advantage of the new Magic5 Pro smartphone. Therefore, we chose to put our phones on the table and see, based on some simple tests, if they are truly as powerful as they claim to be or if we’re just living with them out of inertia. Basically, we asked ourselves if we would change our phone for a technically superior one.” points out Simina Dima, Managing Director & Executive Creative Director of Tribal Worldwide Romania.
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Thus, the two chosen moderators – Jean Gavril and Dan Cadar – will challenge three experienced smartphone users and local digital content creators in social media to test the most used features of their phones. The performance of the HONOR Magic5 Pro easily stands out against unfiltered challenges filmed during the video experiment, using the Magic5 Pro phones themselves.

“Technological advancement has given rise to a generation constantly on the move, eager to capture important moments, gather information, share, and inspire through their own experiences and stories. Therefore, a smartphone with exceptional photo-video capabilities and long battery life has become a necessity. With its human-centric strategy focused on users’ needs and desires, HONOR Magic5 Pro transforms each moment into an unforgettable adventure through the combination of innovative features and functions that surpass industry benchmarks, all in a flagship device,” states Călin Clej, Marketing Director at HONOR Romania & Bulgaria.

The new campaign, launched exclusively in the digital environment, includes a mix of tactics on Instagram, Facebook, YouTube and TikTok, amplified by a series of PR actions, developed by the Porter Novelli Romania team.

“How do we decide which phone we want? Do we really analyze its performance, or do we rather choose by heart, based on what we think is cool, what we see at our friends, or the habit of using a particular operating system? Because HONOR is a new player in the market, we chose at this point to bet on what is really the most important benefit of the smartphone – superior performance. We have relied on technology, but we took a human-centric approach and translated all these device features in a clear and entertaining manner that satisfies the desires of even the less passionate, who want to understand right away what makes this smartphone better than the others and why it’s worth having,” says Laura Viciu, Head of PR & Social Media at HONOR Romania.