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Archive for the ‘robert downey jr’ tag

HTC’s full ‘Here’s To Change’ ad goes live, screams for help

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HTC has been struggling for quite some time now, that’s no secret. The company is busy with some restructuring efforts and one of its main focus points now is that of marketing, which is what they have identified as their main problem over the last few years.

Their ‘Here’s To Change’ marketing featuring Iron Man star, Robert Downey Jr., has started and it is said to total over $1 over the next few years, so it shouldn’t be taken too lightly. The first full length ad has appeared online and features Downey Jr. and other actors trying to think what HTC really stands for with possible answers suggested as ‘humongous tinfoil catamaran’, ‘hipster troll carwash’, ‘hot tea catapult’, ‘hold this cat’ and ‘happy telephone company.’ The moral of the video comes down to the fact that HTC “can be anything you want it to be.” The video is confusing to say the least, but it does make viewers ask questions, which is what advertisements are supposed to do.

Will it work you ask? Take a look for yourself and share your opinion, but in my opinion this whole ordeal just scream’s ‘Help This Company.’

Written by Dion Guillaume

August 14th, 2013 at 8:15 am

HTC and Robert Downey Jr. kick off $1 billion ‘Change’ marketing campaign

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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.

Written by Dion Guillaume

August 12th, 2013 at 10:30 am