HTC has put Iron Man star Robert Downey Jr at the heart of its biggest marketing campaign to date, as the manufacturer strives to recover from months of slumping sales.
As part of the manufacturer's new 'Change' brand platform, the actor has signed a two year deal with the Taiwanese manufacturer, with the star featuring in a new ad campaign across cinema, digital media and online that will be broadcast this month. The advert will be premiered on YouTube on 15 August. A second advert will follow, highlighting the BoomSound, Blinkfeed and Video Highlights features of the HTC One. Further ads will focus on the user experience of the HTC devices.
HTC has been criticised in the past for failing to make its marketing turn into sales. While devices have been critically acclaimed, it has been outpaced by Android rivals Samsung and Sony in recent years and is now trading below the level it was before its sales were boosted by the early boom in Android sales.
Ben Ho, chief marketing officer at HTC, said: '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.'
Author: Graeme Neill