HTC to launch rebranding campaign about 'change'

TAOYUAN CITY, TAIWAN: In tandem with its 17th anniversary, HTC will launch a long-term integrated campaign to position it as the "change" brand.

TAOYUAN CITY, TAIWAN: In tandem with its 17th anniversary, HTC will launch a long-term integrated campaign to position it as the “change” brand.

Spanning digital, social, PR, and above-the-line activities, the campaign will embody the message that HTC inspires innovation by standing for “anything you want it to.” It will kick off with a series of ad creative fronted by actor Robert Downey Jr., which will be revealed on Thursday.

The teaser debuted on August 6.

Designed to demonstrate HTC's role as a change-maker, the ad will feature a range of possible HTC acronyms including “Humongous Tinfoil Catamaran” and “Hipster Troll Carwash,” to invoke interest among consumers. The narrative follows Downey as he kicks off the realm of change made possible by HTC.

The campaign will be supported by a series of social engagement and experiential activities that will bring the campaign to life. The logo of HTC will remain unchanged.

Ben Ho, CMO of HTC, said that the Change platform will align its brand with the same qualities its phones are known for.

“With this campaign, we are affirming 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,” he added.

Shot in Miami and directed by Hungry Man's Bryan Buckley, the TV ad features music composed by Beacon Street Studios in Los Angeles. It will be supported by HTC's multichannel social media, TV, print, outdoor, and in-store activities.

The ad marks the first of three phases of the campaign, highlighting HTC's brand with a playful take on what it means to different people. The second phase will feature executions that highlight how HTC innovations, such as BlinkFeed, Video Highlights, and BoomSound, have changed the mobile industry. The following ad spots will then focus on how HTC products empower individuals to drive change in their own lives.

With a two-year deal with HTC, Downey has been working closely with the global agency 171 Worldwide to shape its creative direction and put change at the core of HTC's brand by offering a variety of interpretations of the HTC acronym.

Sirpa Ikola, senior director for marketing for South Asia at HTC, said the campaign shows its determination to embrace the role of game changer, and the brand will be launched in a “more authentic, bold, and playful” way to bring “the brand to the next level.”
“We are celebrating the concept of ‘change,' and we want to challenge the status quo,” she told Campaign Asia-Pacific. “We also want to enable change in people and the industry.”

She added that the new product launches in the second half will be in line with the concept of this campaign.

The above-the-line campaign, meanwhile, will be heavily weighted to cinema, online, and digital media. Experiential events will also be held in key markets like the UK, US, and Taiwan, to bring the brand message to life for consumers.

A word-randomizer app will be hosted on HTC.com and promoted via a range of social channels to allow consumers to get involved in the interpretations of the HTC acronym.

The campaign was developed by 171 Worldwide. Media duties will be managed by Omnicom Group's M2M Media. Nelson Bostock Group in EMEA and Waggener Edstrom Worldwide in North America will work on PR.

This story originally appeared on the website of Campaign Asia-Pacific.

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