HTC Unveils Global Advertising Campaign and New 'Quietly Brilliant' Brand
Positioning
YOU campaign brings new approach to mobile industry; represents HTC's focus on
each customer
TAOYUAN, Taiwan, Oct. 26 /PRNewswire/ -- HTC Corporation, a global smartphone
designer, today unveiled a global advertising campaign that is based on HTC's
new "Quietly Brilliant" brand positioning. As HTC's first global advertising
campaign, the YOU 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." This represents HTC's commitment to focus on
people, their needs and how they work and live to ensure that HTC devices suit
them.
(Photo: http://www.newscom.com/cgi-bin/prnh/20091026/SF98460)
"'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, chief marketing officer, HTC Corporation. "The YOU campaign is the
perfect embodiment of 'Quietly Brilliant' and is core to HTC as a company,
innovator and partner."
The YOU campaign is focused on driving broad, global visibility and
understanding of HTC's unique brand promise - that it's all about YOU, the
consumer, and in fact not the device. HTC worked with Los Angeles-based
advertising agency, Deutsch LA Inc. to create the YOU campaign that will
employ an integrated-media approach to reach consumers via television, print,
outdoor and online. HTC's design expertise will be echoed throughout the
campaign, with commercial spots highlighting the unique functionality of HTC
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's whole design philosophy
is very personal. They make phones where your experience is completely unique,
so we think there is a connection between how people feel about their phones
and how HTC makes them."
HTC worked with London-based creative consultancy, FigTree to create the
"Quietly Brilliant" brand positioning. The "Quietly Brilliant" positioning
was inspired by HTC's culture of putting customers first, born from a heritage
of creating breakthrough products and continued innovation. As part of HTC's
culture, the "Quietly Brilliant" positioning will be rolled out in all forms
of communication and brand touch points across the company.
"Some of life's most brilliant ideas started with a simple doodle on the back
of a napkin," said Simon Myers, CEO of Figtree. "HTC's new look uses this
visual language of doodles to explain all the quietly brilliant features and
benefits of HTC devices in a simple and human way."
About HTC
HTC Corporation (HTC) is one of the fastest growing companies in the mobile
phone industry. By putting people at the center of everything it does, HTC
creates innovative smartphones that better serve the lives and needs of
individuals. The company is listed on the Taiwan Stock Exchange under ticker
2498. For more information about HTC, please visit www.htc.com.
SOURCE HTC Corporation
Ashley Keller, +1-425-638-7000, HTCPR@waggeneredstrom.com, for HTC
Corporation
