HTC Challenges Status Quo with New Global Brand Platform

           HTC Challenges Status Quo with New Global Brand Platform

'Change' marks bold new move by HTC in new brand position

PR Newswire

TAIPEI, Taiwan, Aug. 12, 2013

TAIPEI, Taiwan, Aug. 12, 2013 /PRNewswire/ -- HTC, a global leader in mobile
innovation and design, today unveiled its most powerful marketing campaign to
date. The Change brand platform is a long-term strategy that celebrates HTC's
disruptive impact on the mobile industry over its 17-year history. Ushering in
an innovative new approach that will transform the industry, the campaign will
reach consumers through a broad spectrum of traditional and digital media



To mark the launch of the global platform, a new above-the-line campaign will
be rolled out from August 2013. Featuring acclaimed actor and director, Robert
Downey Jr., the first ad creative will screen on YouTube on 15th August, to be
immediately followed by a series of cinema and TV executions.

Ben Ho, CMO of HTC comments, "HTC's innovation, authenticity and boldness have
made us the change-makers in the mobile industry and led us to launch what
influencers regard as the best phone in the world, the HTC One. Our original
and playful Change platform is different to anything else out there and aligns
our brand with the same qualities our phones are already known for. With this
campaign, we are affirming what HTC's role is in the mobile market which is to
define change and to lead the industry in developing the newest and most
innovative technologies."

The face behind the Change

Recognized as one of the most popular faces on the big screen, Robert Downey
Jr. has signed a two-year deal with HTC. In addition to starring in the ad, he
has injected his own style, working closely with HTC's global agency 171
Worldwide (WWP Group) to shape its creative direction, putting change at the
core of HTC's brand by offering a variety of unique interpretations of the HTC

Celebrating the change-makers

The brand platform will roll out in three phases with the initial advertising
campaign highlighting HTC's brand with a playful take on what it means to
different people. The second phase will feature executions which highlight how
HTC innovations—like BlinkFeed, Video Highlights and BoomSound—have changed
the face of the mobile industry. The following ad spots will then focus on how
HTC products empower individuals to drive change in their own lives.

Changing the media mix

Aligning with the preferences of HTC's target audience, the ATL campaign will
be heavily weighted to cinema, online and digital media. Experiential events
in key markets, like the UK, US and Taiwan, will also bring the brand message
to life for consumers, who will be able to experience the various creative
interpretations of HTC for themselves. Extending the interpretation to
consumers, a word randomizer app hosted on and promoted via a range of
social channels including Facebook, Google+ and Twitter, has also been
developed to allow people to identify the most outlandish possible
interpretations of HTC, building on the variety of permutations first
introduced in the ATL campaign.

About HTC

Founded in 1997, HTC Corp. (HTC) is the creator of many award-winning mobile
devices and industry firsts. By putting people at the center of everything it
does, HTC pushes the boundaries of design and technology to create innovative
and personal experiences for consumers around the globe. HTC's portfolio
includes smartphones and tablets powered by the HTC Sense^® user experience.
HTC is listed on the Taiwan Stock Exchange (TWSE: 2498). For more information,

For more information on HTC BlinkFeed's content partners, visit the HTC Blog.

HTC, the HTC logo are the trademarks of HTC Corporation. All other names of
companies and products mentioned herein may be the trademarks of their
respective owners.


Contact: HTC Media Relations, (425) 638-7000,
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