HTC has launched its $50 million 6 month campaign to raise the profile of the company with plans to get the brand in front of 95% of US consumers 36 times before Christmas.
The brand will not only appear in TV adverts, but also billboards and major websites such as Hulu or Yahoo, whoâ€™s home page HTC has bought for 24 hours.
The campaign will focus on the You theme, and while the first ads are for an Android device it will eventually show a variety of devices for different needs and uses.
Saying consumers are getting tired of cellphone and app-focussed ads, HTCâ€™s Executive Director of Marketing Steven Seto, last from Starbucks, said:
â€œItâ€™s only a matter of time before people get sick of the swirling phones on the TV screen,â€ â€œOur promise is that they will work the way you work, live and play,â€ â€œWe want to demonstrate a new kind of wireless handset leadership. Itâ€™s all about the consumer. â€˜Quietly brilliantâ€™ places the customer at the center.â€
The target audience is current smartphone owners or people who might buy one in the next six months. The campaign will slow down after the holidays but will ramp up or down, according to particular device launches. Since HTC doesnâ€™t sell many phones themselves, all the ad campaigns will redirect customers to their carrier partner web sites, where purchases can be made.
Read much more detail about the campaign at Moconews here.