HTC Globally Launches “Quietly Brilliant” Advertising Campaign today

We’ve already talked about HTC’s advertising a campaing a few days ago. But HTC is today officialy taking it a step further by launching it globaly and also airing TV ads:

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.”

The You campaing will appear in the form of bus wraps, online banners, and television commercials:

“You Are Different From You” TV Spot :

TV Spot 2:

So far only the Sprint HTC Hero is shown in the TV Spots but the campaign will feature multiple phones across carriers and platforms. Hopefully we will get to see some Windows Mobile action in the future (on the HD2!).

Source: HTC

HTC launchs US advertising campaign & is Quietly Brilliant

HTC Quietly Brilliant
As it was announced a few months ago, HTC is launching a $50M advertising campaign in the United States today. The first signs can already be seen on HTC’s US website which now sports a totaly new design (new web ads are also starting to appear in google adsense):
The company has also changed its name from “HTC Innovation” to “HTC Quietly Brilliant” but this may apply to the US market only (as it wouldn’t make any sense in other countries worldwide).

Source: HTC