HTC is preparing for a marketing strategy. For its new ad campaign, HTC has reportedly signed on board the “Iron Man” actor Robert Downey Jr. The deal is sealed for a cool $12 million. It has a two years time span.
All sorts of mass media will be employed in the marketing campaign planned by HTC. It will extend till the year 2015. It includes television commercials, print ads and hoardings. They will announce the “Iron Man” star in his full glory. HTC has a problem. The issue happens to be its arch-rival Samsung. Samsung’s Galaxy S4 smart phones sold a record 10 million units recently. Meanwhile, HTC One phones sold half that number. This was worrisome. The company is changing its style. Instead of a passive approach from now on it is going to be shocking, genuine and naughty.
Company officials declined to comment any further as reported by Bloomberg. The HTC One has been quite a hit with the crowd. They love the slim and sleek full metal body. As for Robert Downey, he is the second time HTC has chosen a celebrity in its ad campaigns. James Van Der Beek of Dawson’s Creek was once the poster boy for the HTC One. Downey will have more of a say in matters of creativity. He is also to appear in the second and third parts of the Avengers films.
The two year long marketing pitch will highlight the smart phone brand in a different way. And the campaign will be on a worldwide level. The whole thing is being kept under wraps for now. Downey won’t be playing his usual roles. He will however be firmly in the hot seat. HTC was once on top. But it has seen its profits plunge. Behind this lie Samsung’s hard sell strategies. Samsung has a tenfold financial input in its marketing. This has left HTC high and dry. HTC has seen better days. Today it is way down at the 9th spot on the list of global smart phone sellers.
Meanwhile, Huawei and ZTE have ascended the escalator of progress. It is high time HTC started a commotion on the scene. Just to get noticed is not enough. The company will also have to make a dent in the environment. Like Downey many other stars have signed up to represent some product or service. Brad Pitt and Chanel Perfumes come to mind. Downey faced his demons a long time ago in the form of drug addiction. But he is clean now and the most suitable person for the HTC One campaign.
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