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.
"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."