TAIPEI, Taiwan, Aug. 12, 2013 /PRNewswire/ -- HTC, a global
leader in mobile innovation and design, today unveiled its most
powerful marketing campaign to date. The Change brand platform is a
long-term strategy that celebrates HTC's disruptive impact on the
mobile industry over its 17-year history. Ushering in an innovative
new approach that will transform the industry, the campaign will
reach consumers through a broad spectrum of traditional and digital
media outlets.
(Photo:
http://photos.prnewswire.com/prnh/20130812/SF62298-a)
(Logo:
http://photos.prnewswire.com/prnh/20130812/SF62298LOGO-b)
To mark the launch of the global platform, a new above-the-line
campaign will be rolled out from August
2013. Featuring acclaimed actor and director, Robert Downey Jr., the first ad creative will
screen on YouTube on 15th August, to be immediately followed by a
series of cinema and TV executions.
Ben Ho, CMO of HTC comments,
"HTC's innovation, authenticity and boldness have made us the
change-makers in the mobile industry and led us to launch what
influencers regard as the best phone in the world, the HTC One. Our
original and playful Change platform is different to anything else
out there and aligns our brand with the same qualities our phones
are already known for. With this campaign, we are affirming what
HTC's role is in the mobile market which is to define change and to
lead the industry in developing the newest and most innovative
technologies."
The face behind the Change
Recognized as one of the most popular faces on the big screen,
Robert Downey Jr. has signed a
two-year deal with HTC. In addition to starring in the ad, he has
injected his own style, working closely with HTC's global agency
171 Worldwide (WWP Group) to shape its creative direction, putting
change at the core of HTC's brand by offering a variety of unique
interpretations of the HTC acronym.
Celebrating the change-makers
The brand platform will roll out in three phases with the
initial advertising campaign highlighting HTC's brand with a
playful take on what it means to different people. The second phase
will feature executions which highlight how HTC innovations—like
BlinkFeed, Video Highlights and BoomSound—have changed the face of
the mobile industry. The following ad spots will then focus on how
HTC products empower individuals to drive change in their own
lives.
Changing the media mix
Aligning with the preferences of HTC's target audience, the ATL
campaign will be heavily weighted to cinema, online and digital
media. Experiential events in key markets, like the UK, US and
Taiwan, will also bring the brand
message to life for consumers, who will be able to experience the
various creative interpretations of HTC for themselves. Extending
the interpretation to consumers, a word randomizer app hosted on
HTC.com and promoted via a range of social channels including
Facebook, Google+ and Twitter, has also been developed to allow
people to identify the most outlandish possible interpretations of
HTC, building on the variety of permutations first introduced in
the ATL campaign.
About HTC
Founded in 1997, HTC Corp. (HTC) is the creator of many
award-winning mobile devices and industry firsts. By putting people
at the center of everything it does, HTC pushes the boundaries of
design and technology to create innovative and personal experiences
for consumers around the globe. HTC's portfolio includes
smartphones and tablets powered by the HTC Sense® user
experience. HTC is listed on the Taiwan Stock Exchange (TWSE:
2498). For more information, please visit www.htc.com.
For more information on HTC BlinkFeed's content partners, visit
the HTC Blog.
HTC, the HTC logo are the trademarks of HTC Corporation. All
other names of companies and products mentioned herein may be the
trademarks of their respective owners.
SOURCE HTC