The “Change” brand campaign will reach consumers through traditional and digital media outlets.
To mark the launch of the global platform, a new above-the-line campaign will be rolled out from this month, August.
Featuring acclaimed actor and director, Robert Downey Jr., the first ad creative will screen on YouTube on 15th August, to be followed by a series of cinema and TV executions.
“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,” said Ben Ho, CMO of HTC.
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 to shape its creative direction, putting change at the core of HTC’s brand by offering a variety of interpretations of the HTC acronym.
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.
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 www.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.
In the picture above: Robert Downey Jr. appears in HTC’s new global brand campaign as part of a two year deal