HTC Corporation today announced today the launch of a global advertising campaign that has been built around the company’s new Quietly Brilliant brand positioning. The newly debuted ‘YOU’ campaign is the first global ad campaign from the company and will be rolled out in around 20 countries over the next six months and features a tag-line ‘You don’t need to get a phone. You need a phone that gets you.’ This ad campaign aim to make HTC a household name in the United States.
“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. The YOU campaign is the perfect embodiment of ‘quietly brilliant’ and is core to HTC as a company, innovator and partner”, says John Wang, chief marketing officer, HTC Corporation.
HTC has also announced that it has partnered with the Los Angeles based advertising agency, Deutsch LA Inc. for the launching of the new campaign and said that it is aimed at reaching consumers via television, print, outdoor and online media channels. The unique functionality of HTC smartphones will be highlighted throughout the campaign.
“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. 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”, says Eric Hirshberg, co-CEO and chief creative officer, Deutsch LA.
Check out the TV commercial of HTC’s “YOU” ad campaign below: