Quietly Brilliant

Until a few years ago, the only people who’d heard of the High Tech Computer Corporation (now HTC) were super geeky technophiles. And it seemed like HTC were happy playing behind the scenes – many of the phones sold under mobile operator brands (Vodafone, Orange, T-Mobile) are actually made by HTC. They’re also the chaps that made the first Google wholesale jerseys Android phone, the G1 (HTC has championed the Android operating system and has now launched the HTC Magic, which also runs on Android).

Until recently, HTC’s marketing campaign was also relatively ‘quiet’, focusing on print and outdoor. However, last week, HTC kicked off a massive global ad campaign with its first ever TV ad:

I caught the ad while flicking through channels and instantly hooked by how the theme of how we interact with our mobiles – it’s a fact that we’re almost never Are outside an arm’s reach of our mobiles – and surveys have revealed the mobile to be the one consumer object with which we feel most connected (not surprising, given that cheap jerseys it’s our primary method of communicating with just about everyone). I actually think it’s surprising that I haven’t seen any other ads that really take into account how we interact with and use our mobiles on a daily basis… More often than not, mobile ads focus on function (so, for instance, the iPhone might big up apps; other phones like Samsung or LG might focus on the camera or Cowboys design).

Another thing that caught my attention with the HTC ad is that you don’t see an actual Neues mobile phone until the very end. Instead you get a range of activities that demonstrate how we connect with our mobiles – and why we get so attached to them (I just Names loved the girl breaking off from a snog and reaching back into the cab to make sure she hadn’t forgotten her phone!).

And the ad’s closing line – ‘You don’t need to get a phone. You need a phone that gets you…” really captures the current feeling around mobile, for which we have the iPhone to thank.

The wholesale jerseys new HTC strapline ‘Quietly Brilliant’ is also fantastic. The old strapline used to be ‘Smart mobility’ – which fit their earlier branding targeted to specific business/enterprise users. ‘Quietly Brilliant’ really is quite brilliant ‘cause it reflects HTC’s identity as a le company that, to date, hasn’t really used marketing exercises to make a splash, but has let its products (and its expertise) speak for themselves…

Great stuff – I can’t wait to see what they follow this up with.