'Hold This Cat': HTC and Robert Downey Jr. kick off $1 billion 'Change' campaign (video)

"Big things ahead?" Well, it looks like HTC's earlier tweet wasn't a cheeky hint at the upcoming 5.9-inch One Max; but rather, it was a tribute to the sheer scale of the new "Here's To Change" global ad campaign. The company has just confirmed that it did indeed sign Robert Downey Jr. for a two-year deal, which includes starring him in the ads as well as getting his creative input in the process. Given CMO Ben Ho's promise to make the company's voice louder, it's no surprise that he's spending the same amount as last year's worldwide sales and marketing budget -- about $1 billion -- on this campaign alone, according to an HTC spokesperson.

We were also told that the entire "Change" campaign should cover the span of 24 to 36 months, during which it'll be split into three phases. As part of the first phase, come Thursday a whacky two-minute TV ad will begin to air in key markets, featuring Downey and his fellow actors blurting out what "HTC" could stand for -- "Humongous Tinfoil Catamaran," "Hipster Troll Carwash," "Hold This Cat" and more -- in order "to invoke interest and talkability amongst consumers." Interestingly, you won't find many mentions of any HTC phone in the first full ad, but the subsequent phases of the campaign will eventually focus on the mobile features. There's no word on the timeframe for each phase just yet due to all sorts of variables.

It remains to be seen whether Downey's contribution will help drive sales numbers, something that HTC desperately needs to just about survive these days. Perhaps an Iron Man special edition One could be considered? Yes please. Anyhow, press release after the break.

Filed under: Misc, Mobile, HTC

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Published By: engadget - Monday, 12 August, 2013






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