Cannes Lions

“HERE’S TO CHANGE” PLATFORM - HILARIOUS, TREMENDOUS & CREATIVE HTC CAMPAIGN

OMD, Boulogne-Billancourt / HTC / 2014

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Overview

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Credits

Overview

Execution

We offered to fans a daily dose of sharable content, which they would be able to appropriate and relay, thanks to the “HTC Picture of the Day” activation.

During one month, the brand twisted daily news with humor, while playing with H.T.C. letters, on its French social networks and on Minute Buzz (a referent French website dedicated to offbeat news).

Each day, HTC fans and followers discovered a new Hilarious and Tremendously Creative visual, to share with their own community and make their beloved brand image shine.

For instance, when Disney organized auditions for the new Star Wars movie, an image of the King Lion with Princess Leia hair cut was posted with the punchline “Héros Tente Casting” (Heroes Try Casting)…

They also had to guess the “HTC pun of the day” or to suggest their own one, leading to a creative participation far beyond our expectations!

Outcome

This was a Huge Triumphant Campaign as the community succeeded in creating engagement around HTC's new platform.

During the whole operation, HTC's Facebook French page reached the best engagement rate worldwide. With nearly 8 million people reached by the campaign, an average number of comments tripled, and a share rate multiplied by 7, HTC succeeded to turn its fans into real “coolness” ambassadors, and exposed new people to its new brand positioning.

But moreover, thanks to the “Happy Telephone Company”, geek has become definitely chic!

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