Earlier this week, Honor introduced the Magic V3 at IFA 2024, touting it as the slimmest foldable phone globally. However, the launch was not without its share of controversy. Leading up to the event, Honor's marketing strategy was bold and direct, even taking jabs at Samsung.
Initially, they mocked Samsung's foldable phones for being too thick. This was followed by the “world’s smallest apology” — a playful note engraved on the Magic V3’s hinge aimed at Samsung Galaxy Z Fold 6 users who might feel disappointed by their bulkier devices.
Marketing Tactics on the Move
Honor's marketing efforts didn’t stop there. They've now taken their rivalry to the streets of France with a van featuring a “review” by “Sam Sung.” Yes, that's correct — it’s intentional and not a mistake.
According to the billboard, Sam Sung is a biomedical science graduate from London who claims the Magic V3 is the "No.1 foldable" and "so much thinner and lighter" than their current device.
But there's more — another Sam Sung, a recruiter from Glasgow, also pitches in, calling it “easily the best foldable phone.” A clever play on words? Definitely.
However, it's starting to feel a bit overdone.
While playful marketing and friendly competition can be beneficial for the industry, the continuous Samsung-targeted jabs seem like Honor is trying too hard.
Focusing on Product Merits
It's clear that the Magic V3 is a sleek device with notable specifications. Yet, with every dig at Samsung, the attention seems to drift from the phone's qualities to the rivalry itself. Some may find this humorous, but it could potentially have negative repercussions.
Consider this: rather than emphasizing why the Magic V3 should be the top choice, Honor keeps bringing up the competition. This strategy might alienate consumers who are simply interested in a strong product.
The “Sam Sung” reviews are amusing but don’t necessarily build trust. They come off as gimmicky and might distract buyers from the essential question — is the Magic V3 genuinely superior to Samsung's offerings, or is it just a slimmer model with some cheeky marketing?
In Conclusion
Don't misunderstand, a bit of friendly competition is healthy. However, Honor might do well to adjust their approach. They should allow the Magic V3 to shine on its own. By emphasizing its distinct features and demonstrating its performance, consumers can decide for themselves who leads in the foldable phone market. Ultimately, a quality product should stand confidently on its own (or with one folding leg, in this case).
