{"id":6163,"date":"2009-10-30T00:05:55","date_gmt":"2009-10-29T16:05:55","guid":{"rendered":"http:\/\/techielobang.com\/blog\/?p=6163"},"modified":"2009-10-30T00:05:55","modified_gmt":"2009-10-29T16:05:55","slug":"htc-unveils-global-advertising-campaign-and-new-%e2%80%98quietly-brilliant%e2%80%99-brand-positioning","status":"publish","type":"post","link":"https:\/\/techielobang.com\/blog\/2009\/10\/30\/htc-unveils-global-advertising-campaign-and-new-%e2%80%98quietly-brilliant%e2%80%99-brand-positioning\/","title":{"rendered":"HTC Unveils Global Advertising Campaign and New \u2018Quietly Brilliant\u2019 Brand Positioning"},"content":{"rendered":"

\"htc-quietly-brilliant\"Just attended HTC Tattoo and Re-branding event at Butter Factory. This is the Press Release (after the break) for the New Branding “Quietly Brilliant” and advertising campaign. If you remember, I have blogged about the new campaign<\/a> just a while ago. As for the event coverage, I will be doing shortly. Look forward to Flash Mob and Fashion Show at Butter Factory \ud83d\ude42 .<\/p>\n

Press Release<\/h3>\n

HTC UNVEILS GLOBAL ADVERTISING CAMPAIGN
\nAND NEW \u2018QUIETLY BRILLIANT\u2019 BRAND POSITIONING<\/strong><\/p>\n

YOU campaign brings new approach to mobile industry;
\nrepresents HTC\u2019s focus on each customer<\/p>\n

Singapore \u2013 29th October 2009 \u2013 HTC Corporation, a global smartphone designer, today unveiled a global advertising campaign that is based on HTC\u2019s new Quietly Brilliant brand positioning. As HTC\u2019s first global advertising campaign, the YOU campaign is being rolled out across 20 countries in the coming weeks and features the tagline, \u2018You don\u2019t need to get a phone. You need a phone that gets you.\u2019 This represents HTC\u2019s commitment to focus on people, their needs and how they work and live to ensure that HTC devices suit them.<\/p>\n

\u201cQuietly brilliant is doing great things in a humble way, with the belief that the best things in life can only be experienced, not explained,\u201d said John Wang, chief marketing officer, HTC Corporation. \u201cThe YOU campaign is the perfect embodiment of \u2018quietly brilliant\u2019 and is core to HTC as a company, innovator and partner.\u201c<\/p>\n

The YOU campaign is focused on driving broad, global visibility and understanding of HTC\u2019s unique brand promise \u2013 that it\u2019s all about YOU, the consumer, and in fact not the device. HTC worked with Los Angeles-based advertising agency, Deutsch LA Inc. to create the YOU campaign that will employ an integrated-media approach to reach consumers via television, print, outdoor and online. HTC\u2019s design expertise will be echoed throughout the campaign, with commercial spots highlighting the unique functionality of HTC smartphones.<\/p>\n

“We’ve come to have a very emotional relationship with our phones. Many of our key experiences in any given day come through this one device and yet most of the advertising in the category is still about utility,” says Eric Hirshberg, co-CEO and chief creative officer, Deutsch LA. “HTC’s whole design philosophy is very personal. They make phones where your experience is completely unique, so we think there is a connection between how people feel about their phones and how HTC makes them.”<\/p>\n

HTC worked with London-based creative consultancy, FigTree to create the quietly brilliant brand positioning. The \u2018quietly brilliant\u2019 positioning was inspired by HTC\u2019s culture of putting customers first, born from a heritage of creating breakthrough products and continued innovation. As part of HTC\u2019s culture, the \u201cquietly brilliant\u201d positioning will be rolled out in all forms of communication and brand touch points across the company.<\/p>\n

\u201cSome of life’s most brilliant ideas started with a simple doodle on the back of a napkin,\u201d said Simon Myers, CEO of Figtree. \u201cHTC’s new look uses this visual language of doodles to explain all the quietly brilliant features and benefits of HTC devices in a simple and human way.\u201d<\/p>\n

About HTC<\/strong><\/span>
\nHTC Corporation (HTC) is one of the fastest growing companies in the mobile phone industry. By putting people at the center of everything it does, HTC creates innovative smartphones that better serve the lives and needs of individuals. The company is listed on the Taiwan Stock Exchange under ticker 2498. For more information about HTC, please visit www.htc.com<\/a>.<\/p>\n

[ad#boxlist]<\/p>\n","protected":false},"excerpt":{"rendered":"

Just attended HTC Tattoo and Re-branding event at Butter Factory. This is the Press Release (after the break) for the New Branding “Quietly Brilliant” and advertising campaign. If you remember, I have blogged about the new campaign just a while ago. As for the event coverage, I will be doing […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"_links_to":"","_links_to_target":""},"categories":[4,61,5,29,6,14],"tags":[1465,7,1464,1273],"class_list":["post-6163","post","type-post","status-publish","format-standard","hentry","category-information","category-local","category-mobile","category-other-stuff","category-pda","category-techie","tag-butter-factory","tag-htc","tag-quietly-brilliant","tag-tattoo"],"aioseo_notices":[],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"","jetpack_shortlink":"https:\/\/wp.me\/p8YKZ-1Bp","jetpack_sharing_enabled":true,"jetpack-related-posts":[],"_links":{"self":[{"href":"https:\/\/techielobang.com\/blog\/wp-json\/wp\/v2\/posts\/6163","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/techielobang.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/techielobang.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/techielobang.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/techielobang.com\/blog\/wp-json\/wp\/v2\/comments?post=6163"}],"version-history":[{"count":5,"href":"https:\/\/techielobang.com\/blog\/wp-json\/wp\/v2\/posts\/6163\/revisions"}],"predecessor-version":[{"id":6169,"href":"https:\/\/techielobang.com\/blog\/wp-json\/wp\/v2\/posts\/6163\/revisions\/6169"}],"wp:attachment":[{"href":"https:\/\/techielobang.com\/blog\/wp-json\/wp\/v2\/media?parent=6163"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/techielobang.com\/blog\/wp-json\/wp\/v2\/categories?post=6163"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/techielobang.com\/blog\/wp-json\/wp\/v2\/tags?post=6163"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}