We have recently heard some bad news about possible problems HTC might face at the moment, from missed sales targets to missed revenue outlooks but one thing is for sure - with the HTC One, HTC has 2013's most awarded and recognized smartphone in the portfolio. And if you think HTC has given up, just because it might have failed the one or the other target, you don't know HTC and you are wrong. As announced today, HTC is ready to launch this Wednesday its most ambitious campaign to date which I had the pleasure to have a sneak peek of last Friday. This massive ad-campaign, which alone will be as expensive as last year's whole sales and marketing budget was, is an integrated 2 year long-term strategy that celebrates HTC's 17 years of disruption and innovation in the mobile industry.
Above, a sneak peek teaser before the full spot goes live this Wednesday.
The Change brand platform will embody the message that HTC inspires innovation by standing for "anything you want it to". Featuring a broad range of digital and social PR and above the line (ATL) activities, the global Change platform will kick off with a series of ad creative fronted by Robert Downey Jr. which hits a broad spectrum of media outlets on August 15th.
With Robert Downey Jr. as the instigator of change, the creative ads explore imaginative HTC word associations to invoke interest and talkability amongst consumers. The narrative follows the well known actor and director as he kicks off the realm of change made possible by HTC. Designed to demonstrate HTC's role as a change maker the ad creative will feature a range of possible HTC acronyms including Humongous Tinfoil Catamaran and Hipster Troll Carwash.
This will be supported by a series of social engagement and experiential activities that will bring the campaign to life.
Ben Ho, CMO of HTC comments, "HTC' 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."
Shot on location in Miami and directed by Hungry Man's Bryan Buckley, and featuring music composed by Beacon Street Studios in Los Angeles the first on air ad creative will be supported by HTC's biggest multi channel social media, TV, print, outdoor and in store campaign to date, and will be followed by KSP feature led activity focused on the innovations of the award winning HTC One smartphone family.
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 (WPP 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.
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.
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, Germany, France 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.
The Change ad creative was developed by HTC's global agency 171 WorldWide "with the media" campaign managed by Omnicom Group's M2M Media and on going PR activity provided by Nelson Bostock Group in EMEA and Waggener Edstrom in North America.
UPDATE: Bellow the just released full 2 minutes spot you will see from today either complete or in parts in cinemas and TV ads near you.
Cheers ~ Arne