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HTC makes it all about you (and you, and you)

Who'd have thunk it, huh? HTC, which for years worked patiently behind the scenes making some of the best Windows phones out there, is running its own commercial. OK, sure, that's the Sprint Hero it's pimping, too (has the whole world gone Sprint?!?!), but let's face it: The TouchFLO 3D/Sense UI is one of the more recognizable UIs out there that doesn't include a boring grid of icons (zing!). We'll gladly rule the world alongside Android. The geek shall inherit the Earth.

Full presser on the push after the break.

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."

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Comments

There are 6 comments. Sign in to comment

says:

+1 for the music - Sinner Man. Good commercial...

says:

Agreed. Great music.

gregorypleau says:

So how do we convince the likes of Telus, Verizon, Bell et al that the message is a "Phone that Gets YOU" not a "Phone that is out to get YOU".... ? :)

Berrydale says:

Cool! I think this is better than any of the MicroSoft commercials. Maybe MS should take a look at that. Also agree with the post about the need for some of the carriers to take note here as well.

Nice job, HTC!

pelona#WP says:

HTC - How about living up to your ad campaign! Instead of making it all about the carriers, how about shipping all those good phones unlocked with all the U.S. 3G frequencies direct to customers, you know, the "you" in the promo.

says:

So NOT gonna happen. HTC Gets a HUGE check for carrier branding.