Earlier this week, Honor introduced the Magic V3 at the IFA 2024, claiming it as the thinnest foldable phone globally. However, the event didn't pass without some controversy. Before the release, Honor’s marketing campaign turned aggressive, openly criticizing Samsung.
Initially, they mocked Samsung foldables for their bulkiness. This was followed by the “world’s smallest apology” — a playful message engraved on the Magic V3’s hinge directed at Samsung Galaxy Z Fold 6 users who felt ‘disappointed’ by their ‘bulky’ foldable device.
A Creative Marketing Stunt
Honor’s promotional team didn’t stop there. They have now taken their competitive spirit to the streets. A van is currently roaming around France, featuring a “review” by someone named “Sam Sung.” Yes, you read that correctly. It’s not a mistake.
According to the billboard, Sam Sung is a biomedical science graduate from London, who praises the Magic V3 as the “No.1 foldable” and “much thinner and lighter” than their current phone.
But that’s not all — Honor also found another Sam Sung, a recruiter from Glasgow, who calls it “easily the best foldable phone.” Clever wordplay? Definitely.
The Marketing Dilemma
Despite the cleverness, it seems a bit overdone now. Playful marketing is entertaining, and a healthy dose of rivalry can benefit the industry. Yet, Honor’s relentless jabs at Samsung might be overkill.
Undoubtedly, the Magic V3 is a sleek gadget with remarkable specifications. However, with each critique of Samsung, the spotlight shifts from the phone’s attributes to the competitive conflict. While some may enjoy this humor, it could also have adverse effects.
Consider this: instead of emphasizing the reasons to choose the Magic V3 over its competitors, Honor keeps highlighting the competition itself. This strategy might discourage some consumers who simply want to evaluate the product based on its value.
Letting the Product Shine
The “Sam Sung” reviews are amusing, but they don't necessarily build trust. They appear gimmicky, at least to me, and divert attention from the main question — is the Magic V3 genuinely superior to Samsung’s offerings, or is it just the slimmest device with a hint of rivalry?
Don't get me wrong, a bit of healthy competition is beneficial. However, Honor might gain more by shifting its focus. Allow the Magic V3 to prove its worth. Emphasize its unique characteristics, demonstrate its capabilities, and let consumers decide which foldable phone truly leads the market. Ultimately, a quality product should be able to stand independently (or foldably).
