HTC launches billion dollar branding campaign with Robert Downey Jr. at core

HTC LogoHTC has announced that it is launching its biggest marketing campaign till date with Hollywood star Robert Downey Jr. at the core. The campaign, dubbed as Change, will commence around the world this month with first ad creative going live in YouTube on August 15.

The company has released a teaser of this upcoming ad creative, which can be seen later in the post.

“HTC’s innovation, authenticity and boldness have made us the change-makers in the mobile industry and led us to launch what influencers regard as the best phone in the world, the HTC One. Our original and playful Change platform is different to anything else out there and aligns our brand with the same qualities our phones are already 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,” Ben Ho, CMO of HTC.

While, the HTC press release regarding the campaign does not reveal the spending, several publications are reporting it to be $1 billion including Marketing Week.

According to HTC, Robert Downey Jr. has worked closely with HTC to shape the creative direction of this campaign, putting change at the core of HTC’s brand by offering a variety of unique interpretations of the HTC acronym.

“The brand platform (read branding campaign) will roll out in three phases with the initial advertising campaign highlighting HTC’s brand with a playful take on what it means to different people. The second phase will feature executions which highlight how HTC innovations—like BlinkFeed, Video Highlights and BoomSound—have changed the face of the mobile industry. Ad spots in the third phase will focus on how HTC products empower individuals to drive change in their own lives,” HTC stated in a press note.

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