By Lisa Johnston
New products on display at the American International Toy Fair, held in N
Taipei, Taiwan – HTC plans a worldwide launch this month of a new ad campaign that will star actor Robert Downey Jr. and highlight the change that HTC has brought to the cellphone industry, the company announced.
The campaign will include ads in cinemas, online media, and traditional media including television. In such countries as the U.K., U.S. and Taiwan, the campaign will also include experiential events in which people “will be able to experience the various creative interpretations of HTC for themselves,” the company said.
HTC called the campaign part of a “long-term strategy that celebrates HTC’s disruptive impact on the mobile industry over its 17-year history.”
The first ad creative will screen on YouTube on Aug. 15 and will be followed immediately by a series of cinema and TV executions.
The initial phase of the campaign will promote a variety of interpretations of the HTC acronym, the first of which will be “Here’s To Change.”
A word randomizer app on HTC.com will be promoted via a range of social channels, including Facebook, Google+ and Twitter, “to allow people to identify the most outlandish possible interpretations of HTC,” the company said.
The second phase will feature HTC innovations such as BlinkFeed, Video Highlights and BoomSound, promoted by the company as having “changed the face of the mobile industry.” Ads in the third phase will focus on how HTC products empower individuals to bring change to their own lives, the company said.
HTC chief marketing officer Ben Ho called the campaign “different to anything else out there and aligns our brand with the same qualities our phones are already known for.” The campaign affirms “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.”
The campaign is dubbed the Change brand platform. Downey signed a two-year deal with HTC.
A 15-minute teaser of the commercial appears at http://youtu.be/UpGUV6ZrYFw.
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