Singapore – To promote its Sensation XE music phone, HTC has created 3D instruments and placed them at bus stops resembling a live band set-up to emphasise the phone’s surround sound audio quality.
Created by local agency Tilt, the campaign runs at bus stops, on print ads and more OOH executions in the form of “soundless stages” at Cineleisure, Chevron house and the Cathay.
The campaign aims to show the phone as the first to integrate an audio equipment brand into a phone.
Media buying for the campaign was done by PHD.
HTC also put out another campaign for its HTC Rhyme, targeting fashionistas by introducing the phone as a fashion piece and advertised in female magazines such as Cleo, Female and Singapore’s Women Weekly.
The phone is being sold at fashion outlets as an accessory. It comes with a charm that glows whenever a call or a message is received. It also acts as a beacon for lady to find their phones in their messy bag.
Creatives and media buying duties for this campaign were also done by Tilt and PHD respectively.
The above was extracted from http://marketing-interactive.com/news/29793