HTC is going to great lengths to make itself as much a household name as Samsung and Apple. After their not-so-great last quarter, the Taiwan company started a $1 billion viral marketing campaign to recapture the market. And who better to spearhead this, than cool guy Robert Downey Jr., the famous Iron Man, the Avengers star. The company released several small 15 second teasers prior to this, and has finally released a full 2-minute length video titled ‘Here’s To Change’. The campaign involves recasting the various possible acronym expansions of HTC. These range from as simple as ‘Happy Telephone Company’, to as whacky as ”Humongous Tin-foil Catamaran” or “Hipster Troll Carwash”, with snippet clips for each ( spoiler alert ). For those who did not know, HTC is actually short for ”High Tech Computer ( Corporation )”, and they are slowly moving from their old slogan ”Quietly Brilliant”, to more crazy-fun acronyms. And Robert Downey Jr. is quite the face of comedy advertising. The key idea behind this campaign is to redefine the company ”HTC: It’s anything you want it to be.”, and to drill these 3 letters into consumers’ heads, as much as Korean Dance-offs ( Gangnam Style ) , Hitler parodies, and other YouTube sensations. You can watch the video below.
While we would have liked to see some brilliant products, like the HTC One, and its brothers, this ad is unquestionably eye-catching and achieves it’s purpose, to get consumers to switch tabs, and watch as RDJ washes cars with trolls. With the dawn of viral marketing and YouTube hits as advertising, HTC has made a smart bet. “Here’s To Change” for the better.