HTC activates 'real people, real demonstrations' strategy

The smartphone manufacturer is activating its new brand direction with a TV commercial capturing the world's first free-fall fashion shoot on a mobile phone to coincide with its new HTC One Series launch. The new strategy is based on the insight that positive personal experiences leads to powerful personal recommendations.

Shot at dusk and dawn and filmed on location in Arizona, the commercial stars HTC fans and amateur photographers Nick Jojola and Tony Mac. The pair were challenged to capture high production fashion imagery on HTC One handsets whilst freefalling at 126 miles per hour.

The project promotes the handset's simultaneous video and photo capture functionality, instant capture capabilities and further features able to rival that of a traditional digital camera.

Developed by global agency Mother, the complicated production, led by Rattling Stick Productions director Sara Dunlop, drew on the expertise of skydiving cinematographer Norman Kent, world champion skydiver and model Roberta Mancino, stylist Hayley Atkins and costume designer Martin Izquierdo. 

The campaign is set to launch across South Asia in Australia, Singapore, Thailand, Malaysia, The Phillipines, India and Indonesia. It will also play in North Asia and China.

VP of marketing at HTC Greg Fisher, said, “We believe this is one of the most transparent campaigns in history.This ambitious marketing strategy is at the centre of driving HTC’s significant global growth targets in 2012 and beyond.”

The 'As recommended strategy' will play out across all HTC communications while product trials and previews will drive and collect open-to-all recommendations across the globe. To drive trials ahead of the retail launch, over 1,000 handsets will be delivered to fans, consumers and influencers to share their experiences through social media, PR and word of mouth. 

In-store, shoppers will be encouraged to experience the HTC One Series where their recommendations will be captured and shared with other customers.