14 DAY TRIAL // Taiwanese mobile phone maker HTC Corporation has 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 during the following weeks.
The tagline of the new campaign is 'You don't need to get a phone. You need a phone that gets you', and HTC states that this shows its commitment to focus on users' needs and to deliver to the market mobile phones that suit them best. According to the handset vendor, the YOU campaign is focused on showing HTC's unique brand promise, namely that the user is more important than the device. Take a look at the two videos added at the bottom of this article to learn more.
“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,” John Wang, chief marketing officer, HTC Corporation, commented on the announcement. ”The YOU campaign is the perfect embodiment of 'quietly brilliant' and is core to HTC as a company, innovator and partner.”
The mobile phone maker 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 has 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, the company added.
“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.”
FigTree, the London-based firm, has been consulted for the Quietly Brilliant brand positioning, which is inspired by HTC's aim to put customers first. The positioning will be rolled out in all forms of communication across the company. “Some of life's most brilliant ideas started with a simple doodle on the back of a napkin. 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,” said Simon Myers, CEO of Figtree.