HTC has launched its biggest rebranding and advertising campaign ever and cut a deal with two operators to expand into Ireland .
The ad and branding campaign kicked off yesterday, with a high profile ad delivered during half time at the Liverpool vs. Man United Premier League match on Sky Sports channel watched by an estimated 7m viewers.
In the same week HTC announces its move into Ireland with the firm tying up with Irish operator Meteor to sell HTC’s Hero devices and with Vodafone – Eire ’s biggest operator – to supply HTC’s Tattoo handsets.
Speaking to Mobile last week, French described the ad campaign as ‘massive.’ He declined to reveal the total cost but said: ‘Let’s just say it is six times more than any budget we have spent before on branding.’
The campaign - underlined by the tag “HTC – quietly brilliant” – is aimed at the Christmas period, peaking in November and running through until mid December. It will be carried on TV, billboards and six sheets and be carried over into shopping malls and on line.
HTC is also launching a major push on HTC devices at point of sale.
French said: ‘Our Q4 strategy is to drive footfall to our point of sale with fantastic demonstrations of live products and by getting staff to personally use the devices so that they can convey their excitement to the end user.’ HTC has increased its training teams by a quarter to help with the promotion. It also plans to promote its devices via live demonstrations and via Facebook and Twitter.
The campaign will centre on HTC’s Hero and Tattoo handset offerings as well as the new HD2 device, due to be launched later this month.
French said ‘It’s a bold move but it is the right time,’ says French. ‘We genuinely believe we have a strong portfolio to take market share off a number of competitors but we are not necessarily targeted the competition or devices. We are trying to cut through that and be very different in the market place with innovative products like Hero. There is no other product like it. It has really shaken up the market.’
French said HTC’s move into Ireland would raise their presence in a ‘meaningful’ way. He added: ‘It is a smaller market than the UK but really exciting with over 1m mobile phone users and a very high ARPU market, with the Irish being the highest spenders in Europe in this market.’