Cannes Lions

TELECOMMUNICATIONS

NELSON BOSTOCK COMMUNICATIONS, London / HTC / 2010

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Overview

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Credits

Overview

Description

HTC wanted introduce its new design philosophy HTC Sense, and the first phone to embody it, the HTC Hero. The main objectives were to educate the media about HTC Sense and create interest in the HTC Hero as well as the HTC brand to drive sales.We were the lead global agency, and responsible for the creation of the plan, execution including the management of all creative agencies, and the delivery of reports and evaluation covering all regions.The PR campaign focused on a global launch event in London that would cut through the noise of the competitive smartphone market, and position HTC as a leading innovator in the design and engineering of smartphones. The launch was supported by an aggressive media relations briefing programme to ensure HTC’s messages were conveyed to key influencers. Post-launch, a programme of product photography, demonstrations and reviews increased media coverage up until retail availability of the product.113 media from Asia, USA and EMEA attended the global launch event. The event received over 2,600 coverage hits within two weeks, with 95% of those pieces being positive. During June, HTC rose 19 places in the Apollo coverage rankings for technology companies in Europe.

Execution

Planning: March to April 2009Execution of activities in preparation for the launch event (including preparation of PR materials and executive briefing documents, media outreach, management of PR agencies and other creative agencies involved globally, preparation of B-roll for broadcast media and general logistics): May - June 2009Hosting global pre-briefings: Week commencing 15th June 2009Launch event: 25th June 2009Follow-up programme: 26th June to July 2009 (retail availability) and beyondReporting (including the management of reporting from PR agencies globally on initial media reaction and coverage through to comprehensive reports): 25th June to August 2009

Outcome

•113 media attendees at the global launch event•34 global pre-briefings•80 briefings at the launch event•4th most tweeted subject on Twitter on day of launch•Over 2,600 coverage hits in the first two weeks after launch, with 95% being positive in tone•In the month of the launch, HTC rose 19 places in the Apollo media coverage rankings of technology companies in Europe•Pan-global buzz generated in the lead up to review unit availability and positive feedback thereafter•When the HTC Hero became commercially available throughout EMEA, Asia and USA, HTC saw strong sales, especially compared to its previous devices.

•Since launch, the HTC Hero has been awarded a number of the industry’s top accolades including ‘Device of the Year’ by the Global Mobile Awards and ‘Gadget of the Year’ by Stuff Magazine.

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