Challenge

HTC is the new challenger smartphone brand in the marketplace. It is rapidly gaining on established brands like the iPhone, but has yet to achieve the high levels of brand awareness and stature amongst the early majority audience it needs to fuel its aggressive growth plans.

Solution

HTC phones contain lots of little innovative ideas that will ultimately improve the quality of your everyday life, making it easier and more fun. We just needed to make consumers aware of this, in an eye-catching way. Working with our partner experiential and PR agencies, we came up with the “Here’s an idea” doodle campaign using lots of short, quick media formats to convey the multiplicity and variety of innovation in HTC phones.

Result

Brand awareness has risen from 22% in Europe to 38%. Unit shipments in Europe in the second half of 2010 were a gratifying 9 million against a 7.8 million target.