Spanning digital, social, PR and above-the-line activities, the campaign embodies the message that HTC inspires innovation by standing for “anything you want it to”. It will kick off with a series of ad creative fronted by American actor Robert Downey Jr, which will be revealed on 15 August.
The teaser was launched on 6 August.
Designed to demonstrate HTC’s role as a change maker, the advertisement will feature a range of possible HTC acronyms including “Humongous Tinfoil Catamaran” and “Hipster Troll Carwash”, to invoke interest and talkability amongst consumers. The narrative follows Downey as he kicks-off the realm of change made possible by HTC.
This will be supported by a series of social engagement and experiential activities that will bring the campaign to life. The logo of HTC remains unchanged.
Ben Ho, CMO of HTC, noted that its original and playful Change platform aligns its brand with the same qualities its 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,” he added.
Shot in Miami and directed by Hungry Man’s Bryan Buckley, the TVC features music composed by Beacon Street Studios in Los Angeles and will be supported by HTC’s multi-channel social media, TV, print, outdoor and in-store activities.
This TVC marks the first of three phases of the 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, such as BlinkFeed, Video Highlights and BoomSound, have changed the mobile industry. The following ad spots will then focus on how HTC products empower individuals to drive change in their own lives.
With a two-year deal with HTC, Downey has been working closely with global agency 171 Worldwide to shape its creative direction and put change at the core of HTC’s brand by offering a variety of interpretations of the HTC acronym.
Sirpa Ikola, senior director for marketing, South Asia at HTC, said the campaign shows HTC's determination to embrace the role of game changer, and the brand will be launched in a "more authentic, bold and playful" way to bring "the brand to the next level".
"We are celebrating the concept of 'change' and we want to challenge the status quo," she told Campaign Asia-Pacific. "We also want to enable 'change' in people and the industry."
She added that new product launches in the second half will be in line with the concept of this campaign.
The ATL campaign, meanwhile, will be heavily weighted to cinema, online and digital media. Experiential events will also be held in key markets like the UK, US and Taiwan, to bring the brand message to life for consumers.
A word randomiser app will be hosted on HTC.com and promoted via a range of social channels to allow consumers to involve in the interpretations of the HTC acronym.
The campaign was developed by 171 WorldWide, while the media duty is managed by Omnicom Group’s M2M Media. PR activity is provided by Nelson Bostock Group in EMEA and Waggener Edstrom in North America.