MUMBAI: Honor ran a campaign ‘RIP Tempered Glass’. This unfolded from 27-31 January. It looked to address the persistent challenges faced by curved tempered glass on smartphones.
The campaign started with a consumer survey on Amazon which further demonstrated the issue. About 73% of the respondents experienced display damage from accidental drops and 90% of them are still looking for a durable ‘crack-proof’ phone.
This was followed by X storm featuring influencers and micro-influencers who shared intriguing open-ended statements bidding farewell to something or ending a relationship. The hashtag #RIPTemperedGlass trended as X users joined the conversation, creating a buzz around the campaign.
Honor’s creative approach continued with content. The company released visuals depicting a broken phone, scratched screens forming a screaming face, and a symbolic breakup between a phone and tempered glass. The message was clear – it’s time to say goodbye to tempered glass and embrace a new era of phone protection.
The campaign’s highlight was the creation of an obituary for Tempered Glass, accompanied by a formal template and a eulogy. The campaign portrayed tempered glass as a “Scream-guard” that shielded users from the shock of dropping their phones. The accompanying visuals and narrative bid farewell to this unsung hero of the smartphone era.
Honor also produced a full-fledged funeral/tribute video for tempered glass. The video celebrated tempered glass as an imperfect defender of screens everywhere, concluding with a symbolic gesture featuring Mario from the video game series. As he encounters a Mobile repair shop selling Tempered Glass, Mario rejects it, highlighting the durability of his Honor phone.
Through the #RIPTemperedGlass campaign, Honor Smartphone sends a clear message – display innovation is at the heart of their brand. The campaign looked to balance humour and creativity while highlighting the durability of Honor phones. With this, Honor smartphone looks forward to a future marked by durable screens and enhanced user experiences.
