htcHTC Corporation, a global smartphone maker, today (Oct. 26) unveiled a global advertising campaign that is based on its new “Quietly Brilliant” brand positioning. As HTC’s first global advertising campaign, the YOU campaign is being rolled out across 20 countries in the coming weeks and features the tagline, “You don’t need to get a phone. You need a phone that gets you.”

With this message, the company wants to focus on people, their needs and how they work and live to say that HTC devices suit them.

“‘Quietly Brilliant’ is doing great things in a humble way, with the belief that the best things in life can only be experienced, not explained,” said John Wang, chief marketing officer, HTC Corporation. “The YOU campaign is the perfect embodiment of ‘Quietly Brilliant’ and is core to HTC as a company, innovator, and partner.”

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’s design features will be communicated through the campaign, with commercial spots highlighting the functionality of HTC smartphones.

HTC worked with London-based creative consultancy, FigTree to create the “Quietly Brilliant” brand positioning. The “Quietly Brilliant” positioning will be rolled out in all forms of communication and brand touch points across the company, says HTC.

“Some of life’s most brilliant ideas started with a simple doodle on the back of a napkin,” said Simon Myers, CEO of Figtree. “HTC’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.”

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About Rakesh Raman

Have extensive editorial, content management, and integrated communications experience and have worked as a senior tech journalist, analyst, and columnist with different newspapers, magazines, and Web/online properties in India.

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