HTC earlier today confirmed that they are teaming up with Robert Downey Jr. for the next two years as they kick off their new ‘Here’s to Change’ marketing campaign, which will see Robert Downey Jr. and other stars in different scenarios trying to figure out what HTC stands for.
When HTC’s new CMO, Ben Ho, joined the company, he promised to turn the company’s slacking marketing efforts around, and we all know good marketing drives sales. The new ‘Here’s To Change’ marketing campaign is said to spread out over the next three years and will supposedly cost as much as $1 billion. The campaign will consist out of three phases with the first starting today, with full featured video advertisements starting on Thursday. In the video ads, Robert Downey Jr., who will work with HTC for the next two years, will be joined by other stars in different scene trying to figure out what HTC really stands for with some guesses being “Humongous Tinfoil Catamaran,” “Hipster Troll Carwash” and “Hold This Cat.”
The advertisements won’t show off actual devices, but is apparently made “to invoke interest and talkability amongst consumers.” It remains to be seen whether or not HTC will take that beautiful red HTC One and add some yellow hues to see an Iron Man edition, which could likely push up sales. Either way; hold my cat.