HTC built its “quietly brilliant” brand by creating some of the most popular mobile devices on the market. But with Apple’s iPhone and Samsung’s Galaxy devices hogging the spotlight, HTC’s brand voice had become a little too quiet; its image with consumers not quite brilliant enough. It was time to turn up the volume with the launch of the HTC One smartphone.
To do this, we executed an array of digital experiences that helped to generate buzz, drive sales, and encourage brand participation across multiple platforms. The creative highlights HTC’s commitment to bridging technology with lifestyle, and speaks directly to the tech-savvy and on-the-go “generation feed” audience and tells the “Quietly Brilliant” brand story through playful, yet powerful experiences about the user’s increasingly intimate relationship with their smartphone. The HTC One Zoom Experience won AWWWARDS Site of the Day.