To approach this, we took a tip from the Hong-Kong education system. Young Hong-Kongers are under massive pressure to achieve in public exams and their parents invest a fortune in private tutorial colleges to ensure that good grades are achieved.Tutorial Colleges have become an industry in themselves: they advertise heavily, majoring on the intelligence, wit and pop-star good looks of the college tutors. The most famous of these have started to call themselves the “Star Tutors”.So, we created our own online tutorial college. We developed a series of online tutorials hosted by Hong-Kong’s most popular DJ – the hilarious Sammi. He became our own “Star Tutor”, demonstrating ingenuity in everyday situations. Tutorials and quizzes were broadcast across YouTube and other major online properties. We seeded in social forums and then prompted discussion.Offline, we also hosted 200 live tutorial classes and Sammi’s tips appeared in all of the most popular lifestyle titles.

Our online tutorials were viewed 100,000 times and 4,800 young Hong-Kongers completed our quizzes. The HTC Facebook fanbase grew by 30% and we were delighted to have driven over 200 separate forum discussions.Importantly our campaign had a direct effect on HTC's brand image in Hong-Kong. Our tracking scores against 18-24s showed dramatic improvements: ‘Human’ increased 20%, ‘Energetic’ +19%, and ‘Thoughtful’ +17%.But, most importantly, our campaign had a huge impact on HTC’s handset sales. During the campaign period, we exceeded sales expectations by 100%!