Honor, a leading global provider of smart devices were launching their Magic5 range of mobile phones. As part of the launch campaign, they wanted to highlight several of the award-winning features of the Magic5 range, including the unrivalled 3-day battery life of the magic5 lite. Honor worked with sister agency 72Point to identify an approach which focused on communicating whilst in a relationship. This approach both highlighted the functionality of the mobile technology and showcased the battery life as mobile phones are central to ongoing and often intense and lengthy conversations from the initial stages of dating, through to close, long-term partnerships.
The research focused on understanding the typical messaging and mobile phone behaviour exhibited by couples and any changes to those behaviours over time.
The online survey, conducted from 26th January 2023 to 9th February 2023, was completed by 5,000 respondents across 6 countries including the UK, Italy, Spain, Germany, Czech Republic and Serbia. Language translations were required for each, and respondents were all 18+ years, in a relationship and owners of mobile phones.
The results revealed typical relationship messaging habits, and showed that in the honeymoon phase of a relationship, 44% of Spanish couples typically message more than 30 times a day, compared to just 13% of Brits. Germans are least likely (25%) to rely on their mobile phone during the early stage of a relationship compared to Italians at 42%. Those from the Czech Republic (54%) are most likely to delay responding to a message during the honeymoon phase in an effort to ‘play it cool’ compared to just 34% of those from Serbia.
OnePoll delivered data tables to Honor for each country as well as a merged international data including splits against age, gender and region.
The data was used to craft content for the PR Campaign including stories for press and media, ahead of Valentine’s Day 2023.
The news story achieved 32 pieces of print and digital media coverage in the UK with 1.65M print circulation and 537M online readership.
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