Oct 26th, 2009

you-campaignDeclaring themselves “quietly brilliant” is hardly a modest statement, but HTC has earned the right to strut their smartphones with some swagger. For the past several years HTC has been putting out some of the hottest handsets and they have been the undeniable leader of the Android charge.

You’ve probably seen banner ads on Phandroid and AndroidForums with a white background and YOU in huge text – that is part of HTC’s new campaign. The concept is that “You don’t need to get a phone, you need a phone that gets you.” That is indeed a quietly brilliant statement.

Check out 2 videos/commercials based on the new campaign that we really dig:

I’m really, REALLY digging the “You…. and you… and you… and we are HTC” endings. Pretty sweet if you ask me – well done HTC.

The Quietly Brilliant slogan of HTC rings true – they consistently put out hot handset after hot handset that sell like crazy yet are still viewed as some sort of underdog in the smartphone market. I think this campaign will help to maintain that “underdog” image that everyone loves to align themselves with while making a confident and assertive statement that they’re better than everyone else.

Here is the press release we received via Email:

HTC Unveils  global Advertising campaign
and new “Quietly Brilliant” Brand Positioning

YOU campaign brings new approach to mobile industry;
represents HTC’s focus on each customer

TAOYUAN, Taiwan – October 26, 2009 – HTC Corporation, a global smartphone designer, today unveiled a global advertising campaign that is based on HTC’s 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.” This represents HTC’s commitment to focus on people, their needs and how they work and live to ensure 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.”

The YOU campaign is focused on driving broad, global visibility and understanding of HTC’s unique brand promise – that it’s 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’s design expertise will be echoed throughout the campaign, with commercial spots highlighting the unique functionality of HTC smartphones.

“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.”

HTC worked with London-based creative consultancy, FigTree to create the “Quietly Brilliant” brand positioning. The “Quietly Brilliant” positioning was inspired by HTC’s culture of putting customers first, born from a heritage of creating breakthrough products and continued innovation. As part of HTC’s culture, the “Quietly Brilliant” positioning will be rolled out in all forms of communication and brand touch points across the company.

“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.”

Whether or not you like the Dream/G1, Magic/MyTouch, HTC Hero or any of HTC’s other upcoming Android phones, the ‘Droid movement in general should be extremely thankful for HTC. They got the ball rolling. They instilled a sense of urgency in their competitors. They are the reason competitors were rushing to put together a huge collection of awesome Androids. They helped the public, the market, the EVERYone see why the vision of Android was so promising.

I think they’re entire approach to Android could be summed up by their new slogan. Quietly Brilliant? Definitely.

“You don’t need to get a phone, you need a phone that gets you.”
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