HTC launching biggest ever Here's To Change campaign with Robert Downey Jr

Summary:HTC has long been criticized for their lack of marketing compared to Samsung. They are launching their largest ever marketing campaign with Robert Downey Jr. as the face of HTC.

I have tried out just about every modern smartphone and I continue to believe the HTC One is the best smartphone I have ever used. I believe HTC's lack of marketing and advertisement is one reason they have trouble competing with Samsung even though they make a more compelling product in the One.

HTC is kicking off their largest-ever marketing campaign with Robert Downey Jr. as the new face of HTC. He has signed a two year deal with HTC and they stated he will inject his own style. A sneak peek video is embedded below. The Here's to Change campaign is focused on Change as a brand platform with the first ad appearing on YouTube on 15 August.

Ben Ho, COMo of HTC, stated the following:

HTC's innovation, authenticity, and boldness have mad 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.
HTC launching biggest ever Here's To Change campaign with Robert Downey Jr
Image: HTC

This new Change brand platform will be rolled out in three phases, including what the HTC brand means to people, HTC unique features like BlinkFeed, Video Highlights, and BoomSound, with the third phase focusing on how HTC products empower individuals to drive change in their lives. The campaign will appear at the movies, online, and in digital media. HTC has created a generator that takes the HTC letters (Here's To Change) and presents three words via this page. If you refresh the page, new slogans will appear. Most are pretty silly, but it is still a bit fun to mess with.

Given HTC's continued financial struggles I sure hope a campaign like this can help turn things around. The HTC One truly is a fantastic device that deserves consideration and a strong marketing campaign. Do you think this marketing focus will help out HTC?

Related ZDNet HTC coverage

Topics: Mobility, Android, HTC, Smartphones

About

Matthew Miller started using a mobile devices in 1997 and has been writing news, reviews, and opinion pieces ever since. He is a co-host with GigaOM's Kevin Tofel on the MobileTechRoundup podcast and an author of three Wiley Companion series books. Matthew started using mobile devices with a US Robotics Pilot 1000 and has owned over 200 d... Full Bio

zdnet_core.socialButton.googleLabel Contact Disclosure

Kick off your day with ZDNet's daily email newsletter. It's the freshest tech news and opinion, served hot. Get it.

Related Stories

The best of ZDNet, delivered

You have been successfully signed up. To sign up for more newsletters or to manage your account, visit the Newsletter Subscription Center.
Subscription failed.