HTC Launches Multi-Million Dollar Ad Campaign About ‘You’ To Become Household Name →
Lots of info on the campaign. Some snippets:
Regarding HTC’s marketing director:
As an advertising veteran of Starbucks and Barnes and Noble, Seto is entering his biggest campaign push of his career ever. To describe it, he uses words like “understated,” “quiet” and “very aspirational.” He gets teary-eyed just talking about the commercials.
On why the first wave doesn’t show screenshots (I’ll shut up now):
By week three of the campaign, Seto said they’ll start showing features of the phones, like the ability to turn an email into a conference call, or watch TV on the Imagio or demonstrate how you can flip over the HTC Hero to silence an incoming phone call when you aren’t available.
The fact that the campaign only took 4 months from hiring the agency to its launch makes me think that Seto was given free range with the direction. This doesn’t always create effective campaigns, but it usually produces great ads.
