We’ve done it again: HONOR shines at IFA24 Berlin, unveiling innovation and excellence in consumer electronics

THP x HONOR

HONOR, a leading global provider of smart devices, made a strong impression at IFA24 Berlin, where it launched its new Magic V3 foldable smartphone and showcased advancements in foldable phone technology and design. Held from September 5-10, the IFA — Internationale Funkausstellung Berlin — marked its 100th year. Over time, the event has evolved into the world’s largest consumer electronics show, where companies present their latest products and innovations. The event provided HONOR an opportunity to showcase its marquee products while highlighting the brand’s commitment to innovation that empowers people worldwide.

Thornehope (THP), a global leader in large-scale event management, partnered with HONOR for the second consecutive year to ensure the success of its participation at IFA. THP assembled a professional team to assist HONOR in unveiling its latest products and software, including the HONOR Magic V3 and MagicPad 2. Providing an unmatched range of services—from event planning to technical coordination—THP allowed HONOR’s marquee products to truly shine. Through interactive activities, THP helped HONOR effectively highlight key advantages and selling points, creating an impactful experience that few competitors could replicate.

THP’s IFA24 Challenges

Having worked with HONOR last year at IFA23, we had a good understanding of their requirements and way of working. Nonetheless, several challenges inherent in all large-scale exhibitions needed to be addressed to ensure a successful IFA 2024 experience for HONOR. These included:

Coordinating with IFA organizers. THP navigated complex communications with the IFA organizers to ensure all event details and technical requirements were met.

Booth event planning. Organizing special events, such as the Mayor of Berlin’s visit and interactions with Timo Boll, required careful planning and execution.

Booth operations. Managing daily booth activities, including staff, materials, and demo units, posed logistical challenges, especially in a high-traffic environment like IFA. We were nimble in troubleshooting display sample devices and handling preparatory tasks, such as setting up accounts and purchasing local SIM cards.

Global livestreaming. Despite having no prior experience with livestream broadcasting, we quickly leveraged contacts with streaming service providers from previous collaborations. Through continuous communication with HONOR, we gained a rapid understanding of the technical principles and workflows necessary for a successful livestream, resulting in seamless broadcasts to a global audience, including China.

Managing the “moving parts” of an event is always challenging—you can never underestimate the complexities that may arise.

Our Innovative Solutions

Unmatched support services. THP’s ability to provide a comprehensive suite of support services, from event planning to technical execution, was key to our success and unmatched by most competitors. We handled every detail with precision, ensuring HONOR’s presence at IFA was as impactful as possible.

Leveraging past collaborations. THP’s deep understanding of HONOR’s brand identity and requirements, gained from previous collaborations, enabled us to tailor event strategies for maximum impact.

Proactive material management. A large portion of materials was prepared in advance in China, avoiding procurement or customization issues locally. By anticipating HONOR’s needs, we minimized logistical challenges and ensured a smooth event flow.

Local resource optimization. THP’s ability to effectively utilize local resources demonstrated our adaptability and commitment to providing the best possible support for HONOR. The high quality of local resources enabled us to meet all needs in a timely and effective manner.

Dedicated team structure. Our strategy of assigning specialized team members to distinct operational areas ensured seamless communication and coordination. Extra project members were deployed as needed to address specific operational requirements, ensuring prompt responses and clear allocation of responsibilities. Tools like Feishu (Lark) facilitated real-time communication and efficient information sharing.

Agile response to change. THP’s capacity to swiftly adapt to evolving customer needs showcased our flexibility and commitment to delivering exceptional results.

Excellence-Driven Results

The HONOR IFA24 project was notably successful, highlighted by the smooth execution of key events including a visit by Berlin mayor Kai Wegner, who gave the day one opening remarks, and an interactive session with Germany table tennis legend, four-time Olympic medal winner Timo Boll.

Through meticulous planning, seamless execution, and a deep understanding of HONOR’s brand, Thornehope helped ensure that the event left a lasting positive impression on attendees and the broader industry. From daily booth operations to sample device management to materials management, all were efficiently handled, demonstrating THP’s commitment to precision and adaptability. Despite challenges like complex livestream coordination, THP leveraged past experience and proactive strategies to ensure flawless execution.

The success of HONOR’s IFA24 presence underscores the importance of effective event management in creating impactful brand experiences. By partnering with a trusted and experienced company like THP, brands can ensure that their events are not only well-executed but also memorable and impactful.

Unforgettable Fun: Ping Pong with Olympic Champion at HONOR Event

Timo Boll vs a V3: HONOR invited the table tennis superstar Timo Boll to face off against the HONOR Magic V3 at IFA.

To bring some added excitement to the event, we provided a small area for daily visitors to play ping pong at any time during the exhibition—which brought great joy to attendees. In fact, four-time Olympic medal-winning German table tennis player Timo Boll joined in the fun, demonstrating the durability of HONOR smartphones through intense rallies and powerful smashes.

This unexpected appearance by a world-renowned athlete not only added a fun and engaging dimension to the experience but also showcased the durability and innovation of HONOR smartphones in a dynamic and memorable way.

Interactive engagement, product demonstration, and celebrity participation are a winning combination for brand events, creating a lasting positive brand impression on visitors. In this case, showcasing HONOR as a brand that is both innovative and exciting.

For more information about Thornehope and how we create large-scale event management solutions, contact us at hello@thornehope.com.