Smartphone major HTC has signed a two-year deal with actor and director Robert Downey Jr. to kick off a new brand campaign.
Besides starring in the ad, he worked with HTC’s agency 171 Worldwide (WWP Group) to shape its creative direction.
HTC on Monday said 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 ATL campaign, which will be rolled out from August 2013, will focus on cinema, online and digital media.
There will be experiential events in key markets like the UK, US and Taiwan.
HTC will have a word randomizer app hosted on HTC.com and promoted via social channels including Facebook, Google+ and Twitter.
The Change brand platform is a part of long-term strategy that celebrates HTC’s disruptive impact on the mobile industry over its 17-year history.
The first ad creative with Robert Downey Jr. will screen on YouTube on 15th August.
“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.