HTC Corporation has unveiled its first global ad campaign, based on HTC’s new 'Quietly Brilliant' brand positioning.The 'YOU' ad 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.’
It is hoped to represent HTC’s "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 the consumer and 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, CMO HTC Corporation.
HTC worked with Los Angeles-based ad agency, Deutsch LA Inc. to create the YOU campaign that will use an integrated-media approach to reach consumers via TV, print, outdoor and online. HTC’s design expertise will be echoed throughout the campaign, with commercial spots highlighting the unique functionality of its 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 worked with London-based creative consultancy, FigTree to create the quietly brilliant brand positioning. It will be rolled out in all forms of communication and brand touch points across the company.
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