HTC kicks off new brand strategy with Robert Downey Jr.

Robert Downey Jr. will endorse smartphone maker HTC for two years — in its efforts to bring more energy to the struggling brand. HTC is following LG with the new brand image.

The strategy to select ace actor and director comes at a time when HTC recently indicating a 30 percent reduction in revenues in the third quarter.

HTC in fact follows Korean smartphone giant LG as the new campaign hits Youtube on August 15.

As announced earlier, LG Electronics’ a new brand identity strategy will focus on the theme, It’s All Possible. Its earlier theme was “Life’s Good.” The new strategy is to club both the old and new themes.

The Taiwanese smartphone maker on Monday said the new brand campaign will reach consumers through a broad spectrum of traditional and digital media outlets.

The brand campaign — first to be live on YouTube on 15 August — will talk about HTC’s disruptive impact on the mobile industry over its 17-year history.


The actor and director Robert Downey Jr. has worked with both HTC and its agency — 171 Worldwide (WWP Group) — to finalize the campaign.

“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,” said Ben Ho, CMO of HTC.

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.

In line with HTC’s target audience, the campaign will be focusing on cinema, online and digital media.

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