It had to be you
Most HEXUS readers will be familiar with Taiwanese smartphone maker HTC, but until the HTC brand has been mainly subsumed by the phone operators that have distributed its handsets.
Today, however, it appears that HTC has decided to step out from the shadows and position itself as a consumer brand to take on giants like Nokia, Samsung and Motorola. This takes the form of its first ever global ad campaign, which will be rolled out over 20 countries in the next few weeks.
It's being called the ‘YOU' campaign, as it is designed to convey the impression that HTC has a handset to cater for every individual need. It features the tagline: "You don't need to get a phone. You need a phone that gets you." It also reflects the HTC corporate slogan: "Quietly brilliant," which concedes that HTC has yet to establish itself as a household consumer brand.
As you would expect from the launch of a new ad campaign, there's a deluge of hyperbole, superlatives and general marketing fluff to accompany it. We'll spare you the pain and let you make your own mind up by watching the two HTC ads below.
