HTC
Corporation today unveiled a global advertising campaign that is based on HTC's
new Quietly Brilliant brand positioning, the company
introduced last week. As HTC's first global advertising campaign, the YOU
campaign is being rolled out across 20 countries in the coming weeks and
features the tagline, "You don't need to get a phone. You need a phone that gets
you." This represents HTC's commitment to focus on people, their needs and how
they work and live to ensure that HTC devices suit them.
The YOU campaign is focused on driving broad, global visibility and
understanding of HTC's unique brand promise - that it's all about YOU, the
consumer, and in fact not the device.
"Quietly brilliant is doing great things in a humble way, with the belief
that the best things in life can only be experienced, not explained," said
John Wang, chief marketing officer, HTC Corporation. "The YOU campaign is
the perfect embodiment of 'quietly brilliant' and is core to HTC as a
company, innovator and partner."
HTC worked with Los Angeles-based advertising agency, Deutsch LA Inc. to
create the YOU campaign that will employ an integrated-media approach to reach
consumers via television, print, outdoor and online. HTC's design expertise will
be echoed throughout the campaign, with commercial spots highlighting the unique
functionality of HTC smartphones.
"We've come to have a very emotional relationship with our phones. Many
of our key experiences in any given day come through this one device and yet
most of the advertising in the category is still about utility," says Eric
Hirshberg, co-CEO and chief creative officer, Deutsch LA. "HTC's whole
design philosophy is very personal. They make phones where your experience
is completely unique, so we think there is a connection between how people
feel about their phones and how HTC makes them."
HTC worked with London-based creative consultancy, FigTree to create the
quietly brilliant brand positioning. The "quietly brilliant" positioning was
inspired by HTC's culture of putting customers first, born from a heritage of
creating breakthrough products and continued innovation.
"Some of life's most brilliant ideas started with a simple doodle on the
back of a napkin," said Simon Myers, CEO of FigTree. "HTC's new look uses
this visual language of doodles to explain all the quietly brilliant
features and benefits of HTC devices in a simple and human way."
As part of HTC's culture, the "quietly brilliant" positioning will be rolled
out in all forms of communication and brand touch points across the company.
Cheers ~ Arne
