21/09/2011
HTC Corporation (HTC), one of the fastest-growing companies in the mobile sector, placed a creative campaign through Clear Channel Singapore to push the boundaries of innovation.
The campaign showcases the HTC EVO 3D, an innovative smart phone that better serves the lives and needs of the people through 3D technology. Using Clear Channel's create&collaborate portfolio; HTC placed a creative campaign using 3D media around locations of high traffic including Bugis Junction, Plaza Singapura and Orchard Cineleisure. The campaign pushes beyond building awareness for HTC's 3D technology while driving preference and advocacy for the brilliant technology behind HTC EVO 3D. The first 3D media campaign placed within Clear Channel's 6-sheets, the entire campaign targets the masses with an emphasis on "The Geek Expressionist" who are mostly 15-34 year old males.
"We are excited to be the first mobile brand to introduce 3D bus shelter advertising for our latest HTC EVO 3D campaign, to engage consumers across geographically targeted locations island wide. With HTC's unique 3D bus shelter advertisement, commuters can expect a whole level of engagement In-between travel stops at the shelters by experiencing 3D without the glasses, just like the HTC EVO 3D - beyond convention and accentuating engagement" - Kathleen Goy, Marketing Communications Manager, HTC Singapore.
Through the use of high reach media, HTC did a network buy across a customised Clear Channel people&places network to further boost the use of their Out-Of-Home 3D media campaign. Like Clear Channel’s 3D media technology, the HTC EVO 3D smartphone uses a technology which allows the user to both capture his/her photos and videos and view them in 3D without the glasses! As an added bonus, the user gets to fully enjoy the mobile phone's portability through the 4.3 inch qHD display which further enhances the user experience through providing a smooth viewing of crisp websites, vivid images and incredibly fluid photos. The HTC EVO 3D smartphone also comes with a personal Wi-Fi hotspot anytime, anywhere which allows you to share content on-the-go!
The entire campaign runs for 4 months from August - December and will be out on Press, Out-Of-Home, Online and on Mobile.
Creative Agency: Launch Group
Media Agency: PHD