Taiwanese smartphone maker HTC is taking its campaign to a higher level by tapping the highest paid Hollywood actor Robert Downey Jr.
Aiming to surpass rival brands Apple and Samsung, it was reported that HTC spent close to $1 billion on their “Change” campaign featuring the Iron Man star.
The ad, which is said to run for two years, aims of inflicting awareness to people on HTC’s innovations amd "imaginative HTC word associations."
This, after the brand suffered a decline in their profit, with Samsung taking the title of the best Android smartphone maker upon the release of its Samsung Galaxy SIII and Samsung Galaxy S4. However, HTC’s One smartphone is still considered the best Android phone on the market.
The ad features Downey offering alternative meanings to HTC such as like “Hold This Cat” and “Humongous Tinfoil Catamaran.”
"With this campaign, we are affirming what HTC's role is in the mobile Relevant Products/Services 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.
For its second phase, the ad will feature on how to use HTC’s software Relevant Products/Services including BlinkFeed, Video Highlights and BoomSound.
Robert Downey, Jr. grabbed this year’s top spot in the list of Forbes’ highest-paid actors in Hollywood with earnings of $75 million.
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