HTC has unveiled a new global advertising campaign as it looks to extend the firm's brand recognition beyond its core market of early adopters and technology fans.
This year has been marked by impressive sales for a range of HTC Android mobile phones, including the Tattoo and Hero, which have brought the company’s products to a far wider audience than was previously the case.
HTC now plans to build on this success with its YOU campaign, which features the tagline: ‘You don’t need to get a phone. You need a phone that gets you.’
According to the Taiwanese company, this reflects its “commitment to focus on people, their needs and how they work and live to ensure that HTC devices suit them”.
John Wang, Chief Marketing Officer at HTC, said: “Quietly brilliant is doing great things in a humble way, with the belief that the best things in life can only be experienced, not explained.
“The YOU campaign is the perfect embodiment of ‘quietly brilliant’ and is core to HTC as a company, innovator and partner.”
Devised by advertising agency FigTree, the campaign will run in 20 countries across the globe and comes just ahead of the launch of HTC’s latest handset, the entertainment-optimised HTC HD2.