HTC came up with a simple "YoU" campaign.
Having previously produced handsets for different operator's brands such as T-Mobile etc , HTC's hired UK-based branding agency Figtree in order to postion it as "Consumer Brand".This new campaign focuses on "Consumer" and not on "technical capability".
It was the third-largest player in Q2 2008 after Nokia and BlackBerry maker RIM, but a year later has been eclipsed by Apple's rapid growth to a 13.3% share, according to statistics from analysts Gartner.
This new campaign seems to have two main objective:
1.To focus on emotional connections made possible through HTC smartphones.
2.To create an impression on consumer that HTC phones already are the premier technology.
http://www.youtube.com/watch?v=5lUkF1vVudA&feature=player_embedded
'Quietly brilliant' and the ad campaign's emphasis on how HTC puts the consumer first. The product-specific TV ads, one of which is shot from a 'phone's eye' view, focus on how different people interact with their handsets depending on their emotions and their activities.
The ad finishes: "You don't need to get a phone. You need a phone that gets you ... and you ... and you. And we are HTC.
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