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BRANDING NEWS: HTC smartphones unveils global campaign

Smartphone designer HTC has unveiled its first global advertising campaign focussing on the relationship people have with their phones.

The campaign is based on HTC's new Quietly Brilliant brand positioning, created by London-based creative consultancy, Figtree.

HTC's first global advertising campaign, created by Deutsch LA, is being rolled out across 20 countries in the coming weeks and features the tagline, ‘You don't need to get a phone. You need a phone that gets you.'

"Quietly brilliant is doing great things in a humble way, with the belief that the best things in life can only be experienced, not explained," said John Wang, chief marketing officer, HTC Corporation.

The campaign will use an integrated-media approach to reach consumers via television, print, outdoor and online, with commercial spots highlighting the unique functionality of HTC smartphones.

HTC worked with London-based creative consultancy, Figtree to create the quietly brilliant brand positioning. The "quietly brilliant" positioning will be rolled out in all forms of communication and brand touch points across the company.

"Some of life's most brilliant ideas started with a simple doodle on the back of a napkin," explained Simon Myers, CEO of Figtree. "HTC's new look uses this visual language of doodles to explain all the quietly brilliant features and benefits of HTC devices in a simple and human way."