HTC has unveiled a new brand platform fronted by ‘Iron Man’ actor Robert Downey Jr, in what the phone maker is calling its ‘most ambitious campaign to date’. Watch this video from Bloomberg below: A long-term integrated strategy that celebrates HTC’s 17 years of disruption and innovation in the mobile industry, the Change brand platform [...]

HTC has unveiled a new brand platform fronted by ‘Iron Man’ actor Robert Downey Jr, in what the phone maker is calling its ‘most ambitious campaign to date’.
Watch this video from Bloomberg below:


A long-term integrated strategy that celebrates HTC’s 17 years of disruption and innovation in the mobile industry, the Change brand platform will embody the message that HTC inspires innovation by standing for “anything you want it to”.
Featuring a broad range of digital, social, PR and above the line activity, the global Change platform will kick off with a series of ad creative fronted by Robert Downey Jr. which hits a broad spectrum of media outlets on August 15th.
WBen Ho, CMO of HTC comments, “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.”
Shot on location in Miami and directed by Hungry Man’s Bryan Buckley, and featuring music composed by Beacon Street Studios in Los Angeles the first on-air ad creative will be supported by HTC’s biggest multi-channel social media, TV, print, outdoor and in-store campaign to date, and will be followed by KSP feature-led activity focused on the innovations of the award-winning HTC One smartphone family.
Aligning with the preferences of HTC’s target audience, the ATL campaign will be heavily weighted to cinema, online and digital media. Experiential events in key markets, like the UK, US and Taiwan, will also bring the brand message to life for consumers, who will be able to experience the various creative interpretations of HTC for themselves.
Extending the interpretation to consumers, a word randomiser app hosted on HTC.com and promoted via a range of social channels including Facebook, Google+ and Twitter, has also been developed to allow people to identify the most outlandish possible interpretations of HTC, building on the variety of permutations first introduced in the ATL campaign.
The Change ad creative was developed by HTC’s global agency 171 WorldWide ‘with the media’ campaign managed by Omnicom Group’s M2M Media and on-going PR activity provided by Nelson Bostock Group in EMEA and Waggener Edstrom in North America.