TQ updated you earlier that actor Robert Downey Jr. o fIran Man fame has signed a deal with HTC in order to promote the company’s latest devices. Now it is confirmed that Robert Downey Jr. has inked a two year deal with HTC to promote and ‘shape the creative direction’ of the company’s new marketing campaign. On Monday, August 12th, the Taiwan-based company not only officially revealed its new “Change brand platform”, but also released a teaser video starring Robert Downey Jr. According to the update, the “Change brand platform”, is actually a long term strategy that will talk about the disrupting impact of HTC on the mobile industry since its inception.
This was not the first time that a big tech company has taken the services of a high profile celebrity to promote its name and at the start of this year BlackBerry hired famous pop singer Alicia Keys for a key post and Intel has also collaborated with Will.i.am, another renowned pop artist. A teaser of the new “Change brand platform” of HTC has been launched that interprets a unique acronym of the company. As far as the full videos are concerned, HTC will start rolling them out from August 15th.
“Extending the interpretation to consumers, a word randomizer app hosted on HTC.com allows people to identify the most outlandish possible interpretations of HTC, building on the variety of permutations first introduced in the ad campaign, including “Here’s To Change”.The brand platform 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.”
On this occasion, HTC has released a press release, which includes the statement of CMO of the company, Ben Ho, who had commented that, “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.”
Source: 9to5Google
Photo: BusinessInsider
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