HTC is a well-known brand within the smartphone world with plenty of different devices across various markets. Their latest flagship device, the HTC One M9, has been met with mixed opinions by consumers with some loving the device and others still wishing HTC had changed up a little more of what they offered for this year. While HTC knows how to make a great smartphone one area where they lack a little expertise is in the marketing department. Hedging their bets on big name actors like Robert Downey Jr. with 2013’s One M7, last year’s One M8 and again this year with the One M9 to draw attention to the device may have done little to sway the masses. That’s in addition to other past weird promos to advertise their latest phone. It seems HTC may be changing up their strategy a little bit though as they recently just posted a new video ad for the device via Twitter.
This new ad strays from the approach of attempting to sell something with the power of celebrity behind it, and instead moves to trying to connect with consumers on a more personal level. It still contains HTC’s current slogan of “We’re all one,” but it no longer relies on the strengths of fandom to draw in consumers. Brand marketing using real life situations which speak to people’s personal experiences can be a great method for reaching consumers and hold a powerful message. One need only look at AT&T’s most recent ad with the car crash promoting safe driving to see this type of marketing in action. It tugs on people’s heart strings and it’s something they can truly relate to.
What HTC has recently done here follows along those same lines, displaying a message that “We all have those days, and we all have someone who cares enough to be there when we really need them. We’re all one.” The video ad that goes along with it in their tweet pairs quite nicely to display something which consumers can probably more closely relate to. There’s no Robert Downey Jr. trying to sell you something. No Gary Oldman trying to not sell you something and instead telling you to “ask the internet.” It’s a simpler ad which connects real life issues to real people, and if HTC continues to advertise like this, they just might be able to reach more consumers on a personal level and gain more interest.
We all have those days, and we all have people who care enough to be there when we really need them. We’re all one. https://t.co/JBBihv4OjE
â€” HTC USA (@HTCUSA) July 23, 2015