Aug 12 AT 8:07 AM Nick Gray 18 Comments

Robert Downey Jr. joins HTC in $1 billion ‘Change’ campaign

htc-rdj-2

The rumors are all true! Robert Downey Jr. will be working with HTC over the next two years on the company’s “Change” marketing campaign. Robert Downey Jr. will be taking the lead in the commercials and help shape the creative direction of the campaign. Some media outlets are reporting that HTC’s Chief Marketing Officer, Ben Ho, has given the campaign a $1 billion budget, roughly equivalent to what the company spent on worldwide sales and marketing in 2012.

The marketing campaign will roll out in three phases, highlighting the brand, HTC’s unique innovations and how HTC products “empower individuals to drive change in their own lives.” The first full ad will hit YouTube on August 15, immediately followed by movie theater and television releases.

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.Ben HoCMO of HTC

So far, the ideas coming from RDJ range from “Humongous Tinfoil Catamaran” to “Hipster Troll Carwash.” It’ll be interesting to see how these ideas play out in commercials. We were set for an action packed marketing campaign, but it seems Robert Downey Jr. and HTC will be showing their more playful side, something that’s been working really well for Samsung lately.

htc-rdj-2 htchipster-troll-carwashg htchold-this-catg

Do you think Robert Downey Jr. at the helm of a new marketing campaign is the change HTC needs?

Show 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.

Nick is a tech enthusiast who has a soft spot for HTC and its devices. He started HTCsource.com (the first HTC blog) back in 2007 and later joined the Android and Me family in the summer of 2010.

    Most Tweeted This Week

  • triangle

    $1 billion! That’s going to be a lot of commercials and billboards! Good luck, HTC!

    • LC96

      They were better off giving me discount for having to put up with the Thunderbolt. Try keeping your current customers first HTC, because those of us who have been already burned aren’t going to come back without an incentive.

  • SGB101

    I’ve never bought into this celebrity commercial stuff, and never bought or been interested in an endorsed product since I was a child, and HTC are hardly selling to children.

    However it must work, as no one would do it otherwise. For the money they gave him they could of got David Beckham, and he can sell ice to Eskimos, for some strange reason.

    • ihatefanboys

      Everything is endorsed in one way or the other. Even though you say you “never bought or been interested in an endorsed product” somehow I think you have bought many. Food, Tv shirts, cars, etc, all endorsed one way or the other. Besides whats wrong with celebrity endorsements, ive bought things that were endorsed, but not because a celebrity endorsed them. I saw a commercial or read an ad and liked what I saw, its called free will. To say you dont buy stuff because its endorsed is childish.

      • SGB101

        I don’t buy things because they are marked well, I buy because it fits in well with me.

        I don’t care for the fluff, I buy on fact.

        With one exception my football jersey. In that way I’m still the child knowing new year will be ‘our’ year, sadly it’s not been ‘our’ year since 89/90 season. :o( but there is always next year!

  • Chahk

    We need to start measuring these large sums in more modern terms. Basically HTC is paying one Instagram for this campaign.

  • redraider133

    I hope this is money well spent and HTC can get back on the right track like they used to be a few years ago as one of the kings of android

    • ihatefanboys

      They are still one of kings of Android. Their HTC ONE is THE top rated smartphone right now.

      • redraider133

        Sales wise they aren’t. And with all of the execs leaving and the “rumors” of a potential sale. I want them to get back on the track with strong sales and continue with great phones like the One.

  • Paul Atreides

    They put those “cool” speakers on the front of the One, why not offer some free tunes or the Iron Man collection of movies instead of a few commercials with Downey. Also, they could do what Samsung did with Jay-Z but better with more current artist. Also, this campaign has to show how their products are better than the competition. Some punches have to swung at Apple and Samsung’s kissers(Iphone and Galaxy line). They really need to make the public feel like they’re missing out on something big NOW.

  • NexusNYC

    WOW!!! what a colossal waste of money!!! I dont think the issue is we dont see enough HTC commercials or the commercials they do have dont have celebrities in them. take that billion and reduce the cost of your phones to the end consumer and you might actually sell some phones.

    • Hom0ncruse

      final nail in the coffin for HTC

    • Droid Sam

      This is why they have not asked you for any help. You obviously don’t understand the basics of supply and demand and how it translates into sales. Yes, cheap or free phones are appealing, but there needs to be some buzz around them in order to convince the people that the item they are getting has value.

      That’s exactly what HTC is doing here. They are creating buzz. I do not believe that anyone will be going out to buy a new HTC one because they want to be just like RDJ, but people will recognize the actor and associate HTC to any of the movies he’s been in. The reason Samsung is doing so well is because you can’t go anywhere without seeing one of their commercials. Those of us who buy phones based on reviews and research are not affected by general marketing, but I’d say 80% of consumers buy things because they saw a commercial and they remembered the product name. “It was on TV, it’s gotta be better than that other phone that wasn’t on TV.”

      If it sounds simple, that’s because it is. In order to sell a product, people need to know about it.

    • ihatefanboys

      Are you retarded. You can get the ONE with a $99 down payment at most carriers. If youre talking about the cost of buying a phone outright the price of a ONE is the same or on par with any other top of the line smartphone. The GS4 is around the same price.

  • theha9

    time will tell if it is successful, but robert downey is getting ridiculously rich.

  • western_ny

    Ended up with Samsung G4 after latest HTC at Verizon had low mem, no card slot. LOVED my EVO, but HTC failed from there. G4? Not impressed. Shell sucks. Not intuitive and keyboard poorly designed for man fingers. Next phone may be a dumb phone. Come HTC, get on track! I miss you.

  • jamal adam

    That’s quite the statement they are making in terms of trying to get their brand out of the predicament it’s in. One billion dollars is quite means serious! Now show us what you can do with all that marketing cash RDJ and HTC.

  1. $1 billion! That’s going to be a lot of commercials and billboards! Good luck, HTC!

    • LC96Guest 2 years ago

      They were better off giving me discount for having to put up with the Thunderbolt. Try keeping your current customers first HTC, because those of us who have been already burned aren’t going to come back without an incentive.

  2. I’ve never bought into this celebrity commercial stuff, and never bought or been interested in an endorsed product since I was a child, and HTC are hardly selling to children.

    However it must work, as no one would do it otherwise. For the money they gave him they could of got David Beckham, and he can sell ice to Eskimos, for some strange reason.

    • Everything is endorsed in one way or the other. Even though you say you “never bought or been interested in an endorsed product” somehow I think you have bought many. Food, Tv shirts, cars, etc, all endorsed one way or the other. Besides whats wrong with celebrity endorsements, ive bought things that were endorsed, but not because a celebrity endorsed them. I saw a commercial or read an ad and liked what I saw, its called free will. To say you dont buy stuff because its endorsed is childish.

      • I don’t buy things because they are marked well, I buy because it fits in well with me.

        I don’t care for the fluff, I buy on fact.

        With one exception my football jersey. In that way I’m still the child knowing new year will be ‘our’ year, sadly it’s not been ‘our’ year since 89/90 season. :o( but there is always next year!

  3. ChahkGuest 2 years ago

    We need to start measuring these large sums in more modern terms. Basically HTC is paying one Instagram for this campaign.

  4. I hope this is money well spent and HTC can get back on the right track like they used to be a few years ago as one of the kings of android

  5. Paul AtreidesGuest 2 years ago

    They put those “cool” speakers on the front of the One, why not offer some free tunes or the Iron Man collection of movies instead of a few commercials with Downey. Also, they could do what Samsung did with Jay-Z but better with more current artist. Also, this campaign has to show how their products are better than the competition. Some punches have to swung at Apple and Samsung’s kissers(Iphone and Galaxy line). They really need to make the public feel like they’re missing out on something big NOW.

  6. NexusNYCGuest 2 years ago

    WOW!!! what a colossal waste of money!!! I dont think the issue is we dont see enough HTC commercials or the commercials they do have dont have celebrities in them. take that billion and reduce the cost of your phones to the end consumer and you might actually sell some phones.

    • Hom0ncruseGuest 2 years ago

      final nail in the coffin for HTC

    • Droid SamGuest 2 years ago

      This is why they have not asked you for any help. You obviously don’t understand the basics of supply and demand and how it translates into sales. Yes, cheap or free phones are appealing, but there needs to be some buzz around them in order to convince the people that the item they are getting has value.

      That’s exactly what HTC is doing here. They are creating buzz. I do not believe that anyone will be going out to buy a new HTC one because they want to be just like RDJ, but people will recognize the actor and associate HTC to any of the movies he’s been in. The reason Samsung is doing so well is because you can’t go anywhere without seeing one of their commercials. Those of us who buy phones based on reviews and research are not affected by general marketing, but I’d say 80% of consumers buy things because they saw a commercial and they remembered the product name. “It was on TV, it’s gotta be better than that other phone that wasn’t on TV.”

      If it sounds simple, that’s because it is. In order to sell a product, people need to know about it.

    • Are you retarded. You can get the ONE with a $99 down payment at most carriers. If youre talking about the cost of buying a phone outright the price of a ONE is the same or on par with any other top of the line smartphone. The GS4 is around the same price.

  7. time will tell if it is successful, but robert downey is getting ridiculously rich.

  8. western_nyGuest 2 years ago

    Ended up with Samsung G4 after latest HTC at Verizon had low mem, no card slot. LOVED my EVO, but HTC failed from there. G4? Not impressed. Shell sucks. Not intuitive and keyboard poorly designed for man fingers. Next phone may be a dumb phone. Come HTC, get on track! I miss you.

  9. That’s quite the statement they are making in terms of trying to get their brand out of the predicament it’s in. One billion dollars is quite means serious! Now show us what you can do with all that marketing cash RDJ and HTC.