Zigging while everyone zags | HTC

The challenge
In a crowded marketplace, where everyone pretended to be able to change people’s lives through mobile phones, we had to cut through the crap and find the right place for HTC. The challenge was to help a practically unknown company stand out over night. We had to be bold!

The thinking
We got to know the people inside HTC to understand what is special about them. We quickly discovered there was a sense of humbleness about their enormous innovation history.

Blown away by the role they played in the development of smart phone technology, and it was not only the touchscreen invention, we came up with a positioning that incorporated everything people, company and customers believed in.

The outcome
HTC “Quietly Brilliant” believes that actions speak louder than words. Ironically it stands out by not shouting about how good the products are. It zigs when others zag and it was exactly what customers were looking for.

A drastic raise in brand awareness, a share price that rocketed by 150% within the first year and a continuing strong partnership that work towards repeating the past successes.

www.htc.com/uk

Brand book

Packaging

Website proposal