HTC took the unusual route of launching globally in Europe and the US several years ago before recently expanding its operations to include Asia-Pacific. The brand develops and distributes devices with touchscreens which focus on “bringing a new level of simplicity to the powerful and function-rich device experience that today’s mobile consumers demand”, said John Wang, chief marketing officer, HTC.
“It’s ironic and, yes, a little unusual, that until recently you could not actually buy an HTC product locally in Taiwan, but they have been available as a brand in overseas markets for years.
“We started with the most difficult markets first, where the quality requirement is very high, because then you develop the core competencies to extend the business. If we had started in Taiwan, our audience would have been quite limited.”
The campaign, a collaborative effort from HTC’s various agency partners around the world, focuses on the element of ‘touch’ to communicate the handset’s features, which include a new way of navigating with a three-dimensional interface.
“Phones these days are getting more complicated, with more features that we really don’t use because it’s not that easy,” said Wang.
The TVC depicts a variety of circumstances showing how people use touch as an integral part of their day, from sliding a piece of paper across a table, playing guitar, a child playing with a train, or wiping a tear away.
The spot closes with a baby playing with a suspended 3D mobile, before cutting to another shot of a finger using Touch’s interactive 3D navigating system.
The communications platform also includes online and print. The HTC Touch is currently being rolled out in Taiwan, Hong Kong, Singapore and New Delhi.
