Tech giants are constantly trying to outdo the competition. HONOR has decided to take a step forward, or rather a small step forward, with the launch of the HONOR Magic V3, the thinnest foldable phone on the planet. But not content with impressing the world with their new ultra-thin toy, the predecessor to the one launched at the beginning of the year, they decided to add a touch of humor and creativity that will surely make more than one person smile.
The surprise of the HONOR V3 Magic
You are a brand that has just launched the world’s thinnest foldable smartphone. Your competitors are looking askance and users who have decided to buy other devices are now looking longingly at your shiny new gadget. What do you do? Do you pretend like nothing is happening? Are you going to keep quiet? Those at HONOR didn’t think so. In a masterful marketing strategy, HONOR has decided to apologize to users of other foldables that now look like bricks compared to the Magic V3. But of course, this isn’t just any apology. It’s the smallest apology in the world, and it’s etched on the hinge of the phone itself.
When the art of microrecording meets technology
For this particular project, HONOR has teamed up with the master of microrecording, Graham Short. And when I say “professor,” I’m not exaggerating. This 78-year-old man, rightly nicknamed “the hands of a genius,” andis able to engrave works of art on surfaces so small that you would need a microscope to appreciate them.. And here’s where things get interesting: Short had to tape a 166-word apology into a space so small that even ants would need glasses to read it.
The process was not easy. With a surgeon’s pulse and the patience of a Tibetan monk, Short spent 90 hours engraving the apology into the tiny hinge of the HONOR Magic V3. But don’t think he used just any tool. For this job, a diamond-tipped pin was needed. Why? Because it turns out that not only is the hinge small, but the metal is so strong that it makes engraving on it more complicated than carving a grain of rice.
And what do the excuses say?
The apology, recorded in English, is a funny reminder that technology is advancing by leaps and bounds, and sometimes even the best purchasing decisions can be overshadowed by an unexpected launch. HONOR, with humor and courtesy, acknowledges that users of other foldable devices might feel a little uneasy seeing the new Magic V3, but at least they now have an apology recorded on the same device.
“Dear owners of Samsung Galaxy Z Fold, we’re sorry, we know you were eager to buy a phone that folds in half and fits in your pocket, awkwardly. You were promised the future, a technical marvel, a world of multitasking and limitless performance. And now you’re probably looking at the new HONOR Magic V3 and feeling a little… betrayed. Size matters, and we feel your pain. It’s like being a contender for the gold medal and then finishing last in the race. Knowing that there’s a thinner, lighter, more durable foldable out there is enough to make anyone question their decisions. We get it. They were early adopters, brave pioneers venturing into the uncharted territory of foldable displays with questionable durability. You deserve better. In fact, they deserve a gold medal. In all seriousness, at HONOR, we are committed to pushing the boundaries of technology and bringing you the best foldable experience possible. We’re just saying… it’s okay to feel disappointed. We would be too.»
A campaign that fuses the tiny and the monumental
Ultimately, what HONOR has accomplished is more than just a publicity stunt. They have combined the best of technology withwith a touch of art, humor and creativity which makes your device impressive not only in its specifications but also in its history.
Thus, HONOR has shown that even in the world of technology, where everything seems to be aimed at making things bigger, faster and stronger, There is room for a little humor and a pinch of humility… even if it takes the form of the smallest apology in the world.
