With the success of its Android phones, HTC is signaling it is no longer content with leaving its brand hidden behind the carriers' and Google's. The OEM announced a global advertising campaign that is based on HTC's new "Quietly Brilliant" brand positioning.
The YOU campaign is being rolled out across 20 countries in the coming weeks and features the tagline, "You don't need to get a phone. You need a phone that gets you." In a press release, the company said the ads reaffirm "HTC's commitment to focus on people, their needs and how they work and live to ensure that HTC devices suit them."
HTC worked with Los Angeles-based advertising agency Deutsch LA to create the YOU campaign that will employ an integrated media approach to reach consumers via television, print, outdoor and online.
Motorola and Samsung have recently entered the Android arena with promising devices that could mean competition for HTC's premier devices, the myTouch 3G on T-Mobile and the HTC Hero on Sprint. Verizon is promising the Motorola Droid within the next couple of weeks, and Samsung recently unveiled the Samsung Moment on Sprint.