HTC | You Are Different From You | Global

This is also part of a branding drive to enforce HTC’s commitment to consumers. Jon Wang, CEO of HTC said that the $50 million campaign’s slogan ‘Quietly brilliant’ was “a humble belief that the best things in life can only be experienced, not explained.”

The Windows and Android-based mobile company has partnered with creative agency Deutsch from Los Angeles on this first ever global promotional effort. The campaign will be released above-the-line across twenty countries. London consultancy FigTree is behind the brand positioning of HTC. CEO of FigTree Simon Myers said that some of the most brilliant ideas in life began with a simple doodling on the back of a napkin. The HTC ads illustrate this everyday, down-to-earth idea with most of the typography styled in a hand-written format.

The handset’s presence in the television commercial is deliberately kept to a minimum. "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 at Deutsch LA. The tagline ‘You don’t need to get a phone. You need a phone that gets you.’ is driving an consumer-centric mentality to bridge the gap between HTC and the people.

In Singapore, HTC has pre-launched the campaign with a flash-mob celebration with two hundred dancers in Orchard Road. The Right Spin is the PR agency behind this effort.

According to Dow Jones, HTC has just announced an 18 per cent drop in net profit for this third quarter due to high marketing costs expenditure. However, the brand is optimistic as demand for smart phones is showing double digit growth as sales in regular cell phones decline.






Credits:
Project You Are Different From You
Client High Tech Computer Corporation
Creative agency Deutsch, Los Angeles
Chief creative officer Eric Hirshberg
Group creative directors Karen Costello, Eric Springer
Senior art director Scott Hidinger
Senior producer Maris Wasser
Production company Smuggler, Los Angeles
Director David Frankham
Director of photography Ellen Kuras
Executive producer Brian Carmody
Producers Laura Thoel, Gustav Geldenhuys
Editorial Whitehouse, Santa Monica
Editor Steve Prestemon
Exposure Television, print, outdoor, online