HTC is Quietly Brilliant…

Posted by Chris Leckness on Oct 26, 2009

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HTC is kicking off their own branding campaign this week. You’ve probably seen the ads that meant very little for the last couple weeks on websites all over the net, but now they have meaning.

Kicking off the final week of October, we are proud to share some exciting news about HTC, the third largest smartphone manufacturer in North America. HTC will begin its first global brand campaign today in the UK and it will continue to Asia and North America later this week.

The campaign is designed to build awareness and understanding of HTC among mainstream consumers, but really, most of us know that HTC is brilliant already right? Most of us around these parts know that they made the early, well made, I-mate phones. They have been behind more phones and PDAs than you expect too. This campaign is their coming out party of sorts I guess. I think they made some great 1st steps to being their own brand when they stopped letting AT&T devices be the AT&T ____ and calling them the HTC Fuze or the HTC Tilt 2 now.

Read on for the press release and some videos from the campaign…

Press Release:

HTC unvEIls global AdvertIsing campaign and new “quIEtly brilliant” BRand Positioning

YOU campaign brings new approach to mobile industry; represents HTC’s focus on each customer

TAOYUAN, Taiwan – October 26, 2009 – 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."

HTC worked with London-based creative consultancy, FigTree to create the “Quietly Brilliant” brand positioning.   The “Quietly Brilliant” positioning was inspired by HTC’s culture of putting customers first, born from a heritage of creating breakthrough products and continued innovation. As part of HTC’s culture, the “Quietly Brilliant” positioning will be rolled out in all forms of communication and brand touch points across the company.

“Some of life’s most brilliant ideas started with a simple doodle on the back of a napkin,” said Simon Myers, CEO of Figtree. “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.”

About HTC

HTC Corporation (HTC) is one of the fastest growing companies in the mobile phone industry. By putting people at the center of everything it does, HTC creates innovative smartphones that better serve the lives and needs of individuals. The company is listed on the Taiwan Stock Exchange under ticker 2498. For more information about HTC, please visit www.htc.com.

Chris Leckness (4418 Posts) - Website | Twitter | Facebook


Chris Leckness is a Microsoft MVP, Mobile Devices and a member of the exclusive focus group, Mobius. Chris has been a big time supporter/user of Windows Mobile since the Dell Axim days when it was Pocket PC 2002. Chris loves Zune, but also owns 3 iPhones too. His personal blog is chris.leckness.com.

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  • badersk

    It's about time, they have made many devices that many people have and do use and never knew where they really came from. Great Post.

  • http://twitter.com/mobilitysite/status/5168405803 mobilitysite

    New Post: HTC is Quietly Brilliant… http://bit.ly/3c5dWb

  • http://www.svpocketpc.com Pony99CA

    Maybe Windows Mobile will get publicity out of this, too. I'm not sure Microsoft's ads will be effective.

    Steve

  • http://www.svpocketpc.com Pony99CA

    Maybe Windows Mobile will get publicity out of this, too. I'm not sure Microsoft's ads will be effective.

    Steve

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