Tuesday, October 27, 2009

Watch out iPhone HTC is about

I like this new advertising campaign promoting yet another smartphone.

HTC (a Taiwanese manufacturer) has ads running across 20 countries as it makes its first foray into advertising with the tagline: "You don’t need to get a phone. You need a phone that gets you.”

From the imagery of the ads they appear to be primarily aimed at the young, however, I reckon they will have a resonance with the tech-savvy and tech-interested parts of the older market.

The ad and a presentation about the phone are shown above. It is also worth reading the take on the campaign in Brand Channel. It hadn’t struck me, but apparently there has been some confusion, in the mind of the consumer, between the word “You” and a similar ad campaign for Yahoo. HTC has begun to replace the “O” in “You” with a smartphone.

The reason I reckon it will ring bells the 50-plus is that the product’s pitch is that it complements consumers “just they way they are” (echoes of Bridget Jones), rather than offer a product that will make them a better person: more responsive, better organized, less cluttered etc etc.

A gutsy campaign. Dick Stroud.

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