HTC Formally Introduces Robert Downey Jr As New Spokesman, Can He Give Them A Sales Boost?

HTC formally unveiled Robert Downey JR this morning as the face of their $1 billion “Change” brand platform, a new “long-term strategy that celebrates HTC’s disruptive impact on the mobile industry over its 17-year history.” The deal with Iron Man, excuse me RDJ is over a two-year period that will involve TV advertising as well RDJ working with HTC to help shape their creative direction. One aspect of this brand change will include a word randomizer app hosted on HTC.com that allows users to find new interpretations of HTC. What do you want HTC to mean? Happy To Call? Here’s To Cats?

The brand platform will roll out in three different phases with the first 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. Ad spots in the third phase will focus on how HTC products empower individuals to drive change in their own lives.”

Honest question, is there anyone who won’t pay attention to what RDJ says? This is so much better than Alicia Keys as “creative director” for BlackBerry. If Iron Man tells me to jump, I’m going to ask “how high and in what direction?”

In all seriousness, can HTC be “saved” and make a challenge at Samsung’s market share dominance with the aid of RDJ? We’ll certainly find out within the next two years but of all the celeb folks out there I can think of that I’d want as the face of my brand, RDJ will be at the top of my “it” list.

 

Press Release:

HTC CHALLENGES STATUS QUO WITH NEW GLOBAL BRAND PLATFORM

‘Change’ marks bold new move by HTC in new brand position

Taipei, Taiwan – August 12, 2013 – 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 outlets.

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 acronym.

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 HTC.com 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,please visit www.htc.com.

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  • Dustin Allen

    Until they build a phone with an Arc Reactor for unlimited battery, that will cloak me in an Iron Man suit at my command… I’m not sold.

  • NinoBr0wn

    I love me some Alicia Keys, but was she really creative director at BlackBerry?

    • g2a5b0e

      Not was. Is.

    • 21stNow

      Yes, while sending her first tweets promoting BlackBerry from an iPhone, no less.

  • Sectime

    Another humans are stupid verification story. Good actor making great money,

  • James Harding, Jr.

    Unless Robert Downey can code updates for their phones, this won’t help much

  • kros

    But yet they can’t give me my 4.2 update

    • Deadeye37

      I’m still waiting for that on my SGSIII. Since it’s last year’s phone, I can understand it not being a high priority, but your HTC One definately should have 4.2. Maybe they’ll make the jump right to 4.3.

      • kalel33

        Samsung just came out and stated that Note 2 and S3 are not getting 4.2.2 but they will get 4.3 when it’s ready later this year.

      • ChristianMcC

        And this is why android is turning to a nexus or nothing market for those looking for the updates.

  • Thomas Decker

    I’d love an HTC One, for $300 or less…..

  • Mark

    So, will their 2014 phone be the HTC One IRON?

  • 21stNow

    I hope this works out better for HTC than Alicia Keys did for BlackBerry. I don’t care for celebrity endorsements and couldn’t pick Robert Downey, Jr. out of a line-up of two men. However, other people say that this works, so we’ll see. Hopefully, this won’t be yet another waste of money.

  • vinnyjr

    Robert Downey Jr is great. Very well known and recognized. The guy is funny as hell and very well liked by his peers and the public. HTC was very smart picking a big an A talent rather than some C talent that no one knew or cared about. Now all as they need to do is continue making great phones. Still waiting for my over sized Nexus One with the round ball. That is the best feeling phone in your hand. That phone with a 4.3 inch screen with todays modern day specs. That would sell in truck loads.

    • JBLmobileG1

      I agree with you 100%… in fact I pretty much said the same thing. I guess I should have read the other comments first.

  • roberthenderson

    I am looking to upgrade from my galaxy s3. I will be paying full price to maintain my unlimited data.
    Pluses:
    +++Boom Sound. No one else has it
    ++big 1080p lcd. I’m tired of low screen visibility in sunlight
    ++Build quality. I know it will be in a case, but I still like the premium materials
    +quad core processor hopefully it will further minimize lag

    Minuses:
    –no SD card. (unless phone has 96 or 128gb of storage
    -2gb ram. People are running more and more intensive large applications. 3 or 4G would be great.
    -sealed battery (would go to half a minus with 3k+ battery with good power management.
    –staying at 4 ultra pixels. Greatly improved low light shooting, but outdoors needs some help, how about 6 or 8 ultra pixels?
    —onscreen buttons. Can’t stand two rows of mismatched icons stacked in the bottom of my home screen (or the inefficiency of having to tap a screen to bring up a button instead of just pushing a button) or how they can get in the way playing games ect ect
    As you can probably guess, I’m very interested in the Max. If it comes through without to many minuses, I’ll buy it very quickly. so while I love Robert Downey Jr, I don’t need him to make me buy a phone, I just need HTC or whoever to make the phone that I want.

    • Jason Crumbley

      I don’t understand the “paying full price to maintain my unlimited data” part.
      I have unlimited data and it costs me $20 a month. I mean unlimited data, not throttled after using “X” amount. T-Mobile didn’t get rid of it.

      • Morton H

        Correct your right they didnt get rid or if,, i pay 20.00 also for unlim LTE and by far is a better deal than on Sprints unlim data options

      • roberthenderson

        I go to a lot of rules places in the course of my work. Unfortunately, nothing beats Verizon for that type of coverage. The way it is with Verizon if I choose to take a subsidized phone, I lose my unlimited data end of story.

        • ChristianMcC

          True, and a big reason I’m not with Verizon. Also too limited on phone selection. Since that’s who you’re with, if suggest the used market on eBay as you can get a squaretrade warranty if desired. Otherwise, buying locally can be helpful if you are activating it in the process of purchasing, to make sure the phone’s not blacklisted.

      • kalel33

        They got rid of it for the Value customers, to try to push all those customers over to the unlimited minutes Simple plan. They want the Value customers off of the cheaper plans and to pay more money.

        • ChristianMcC

          I just added my unlimited net back on my value plan, last night. I did call and say “cancel service” to the automated services, though. They, cancelation dept, are the ones with that access.

  • thepanttherlady

    I want HTC to mean: Hear The Customer!

    • superg05

      preach

  • Deadeye37

    Personally, I would buy a Humungous Tinfoil Catamaran. Sounds lightweight and fun. Wearing life jackets would be mandatory at all times, though.

  • rob

    why not just High Tech Computer?

    • Anonymous_Poster

      Or High Tech Communication?

  • Jason Crumbley

    You know what would really help their sales?

    MY MOM!!!

    No, but really, expandable storage would definitely help. There are a lot of people that don’t buy their phones because of the absence of a micro SD card slot. (Waits for all the responses about how cloud storage is the greatest thing ever and how every person should be able to fit everything on the 12GB of available space on a 16GB internal storage phone.)

    • kalel33

      I actually agree with you but you have some misinformation. None of the current HTC phones have 16GB of memory. They have 32GB. Now, 32GB still isn’t enough for me because I have 12GB of music, plus a bunch of podcasts I listen to that take up a bunch of room. That’s why I like the microSD card. When phones become standard at 64GB then I might change my mind but apps might explode in size more too and then I’ll need that microSD card again for my media.

  • JBLmobileG1

    I believe this is a smart move by HTC. They already make quality products they just needed a way to advertise them and what better way than none other than Robert Downey Jr who plays Iron Man…. Mr. Technology himself in the Super Hero world. Mr. Downey is funny yet can be serious all in the same boat. I definitely think this will help boost HTC sales so long as they continue to make quality products as well.

  • MetroPCS

    HTC is DOA, BB is DOA, Apple is lagging, Samsung is doing well, LG is surging. Nokia is a camera company now? Motorola makes bricks

  • LeeArtis

    Hey HTC, here’s to crap. I-phone clone, slow updates, and customer service that leaves much to be desired.

    • Anonymous_Poster

      I am a fan of HTC just because I love the clean eye-candy known as Sense UI.
      I am not seeing a whole lot of iPhone cloning here… well, except for the non-removable battery, non-expandable memory… Yeah, I have the new HTC One.

      However, Samsung has also cloned a few things of iPhone… A physical home button directly under the screen isn’t an indicator or anything, among others.

      Let’s face it, innovation is slow these days, and both steal material & features from each other. Look at iOS’ Notification Center. It’s a pull down curtain just like Android has done for many of years.

  • tomnewtn

    Hey, it’s the Super from Seinfeld, ‘cept no greasy comb over. He’s a hoot.

  • Josue

    they should release a limited edition iron man HTC One lol

  • KingCobra

    HTC makes some fine devices but they let Samsung outmuscle them in advertising last year and establish themselves as the alternative to the iPhone. The question now is whether it’s too late for HTC to finally be aggressive with their advertising? We will see.

  • John Jacob Jingleheimerschmidt

    A drug addict for a spokesman? Where has our decency gone?