在过去几年的三星努力下，北美的智能手机市场本质上是两匹马比赛。苹果和三星的营销机器几乎持续动作，将所有条纹的媒体覆盖了广告（和类似广告的东西）旨在说服我们更好。但是在哪里留下了深入的审查挑战者品牌想要突破？
对于HTC，有一些选择。一个是尝试和其他人一起前往一个古怪但最终令人困惑的大型预算，以国际大片电影明星为特色。但是这种方法以前没有用。因此，相反，在将其代理商Ogilvy放下以返回Deutsch洛杉矶的北美工作之后，该品牌将重点放在其他人所说的新运动上询问互联网。
“The truth is we make the best smartphone in the world–we’ve got the most awards by the likes of Engadget, GSMA, bloggers, and reviewers–so we’ve nailed the product thing, but our challenge is getting consumers to care about that,” says HTC’s vice president of marketing Erin McGee. “There is a lot of white noise hitting consumers about bigger displays, better cameras, sleeker designs–in order to rise above we can’t act like everyone else. We make products for people who are a bit more discerning, those that demand the best and those that can make up their own mind. So that’s our pitch.”
The campaign kicks off with a set of understated ads starring Gary Oldman, in which the Oscar-nominated actor says, “Blah blah blah blah blah… It doesn’t matter what I say because the new HTC One is designed for people who form their own opinions.”
Deutsch LA CEO Mike Sheldon says that when HTC explained the product and how well it does with tech writers the idea became obvious. “The creative approach was simple, get out of the way of this amazing product,” says Sheldon. “We wanted to treat the consumer with the intelligence they deserve. If they’re in the market for a smartphone, they’ll go online to see which one’s best. This is just a reminder and a way to assure ourselves we’re on the list.”
麦吉说，这两个大品牌花费了足够的时间来争论他们的个人产品功能，这是愚蠢的尝试并采用相同的方法。“看着三星的最新广告他们对所有竞争对手都进行敲门声，这真是太好了，但是他们这样做会成为一场功能战。”麦吉说。“三星和苹果在营销上花费了很多钱，我们一直致力于制作最佳产品，这是用来推销它的。因为我们确实得到了如此好评的评论，并且人们做了很多研究，所以我们对他们会发现的东西充满信心。”
阅读有关新HTC手机的更多信息这里。