HTC formally unveiled Robert Downey JR this morning as the face of their $1 billion “Change” brand platform, a new “long-term strategy that celebrates HTC’s disruptive impact on the mobile industry over its 17-year history.” The deal with Iron Man, excuse me RDJ is over a two-year period that will involve TV advertising as well RDJ working with HTC to help shape their creative direction. One aspect of this brand change will include a word randomizer app hosted on HTC.com that allows users to find new interpretations of HTC. What do you want HTC to mean? Happy To Call? Here’s To Cats?

The brand platform will roll out in three different phases with the first advertising campaign highlighting HTC”s brand “with a playful take on what it means to different people. The second phase will feature executions which highlight how HTC innovations—like BlinkFeed, Video Highlights and BoomSound—have changed the face of the mobile industry. Ad spots in the third phase will focus on how HTC products empower individuals to drive change in their own lives.”

Honest question, is there anyone who won’t pay attention to what RDJ says? This is so much better than Alicia Keys as “creative director” for BlackBerry. If Iron Man tells me to jump, I’m going to ask “how high and in what direction?”

In all seriousness, can HTC be “saved” and make a challenge at Samsung’s market share dominance with the aid of RDJ? We’ll certainly find out within the next two years but of all the celeb folks out there I can think of that I’d want as the face of my brand, RDJ will be at the top of my “it” list.

Press Release:

HTC CHALLENGES STATUS QUO WITH NEW GLOBAL BRAND PLATFORM

‘Change’ marks bold new move by HTC in new brand position

Taipei, Taiwan – August 12, 2013 – HTC, a global leader in mobile innovation and design, today unveiled its most powerful marketing campaign to date. The Change brand platform is a long-term strategy that celebrates HTC’s disruptive impact on the mobile industry over its 17-year history. Ushering in an innovative new approach that will transform the industry, the campaign will reach consumers through a broad spectrum of traditional and digital media outlets.

To mark the launch of the global platform, a new above-the-line campaign will be rolled out from August 2013. Featuring acclaimed actor and director, Robert Downey Jr., the first ad creative will screen on YouTube on 15th August, to be immediately followed by a series of cinema and TV executions.

Ben Ho, CMO of HTC comments, “HTC’s innovation, authenticity and boldness have made us the change-makers in the mobile industry and led us to launch what influencers regard as the best phone in the world, the HTC One. Our original and playful Change platform is different to anything else out there and aligns our brand with the same qualities our phones are already known for. With this campaign, we are affirming what HTC’s role is in the mobile market which is to define change and to lead the industry in developing the newest and most innovative technologies.”

The face behind the Change

Recognized as one of the most popular faces on the big screen, Robert Downey Jr. has signed a two-year deal with HTC. In addition to starring in the ad, he has injected his own style, working closely with HTC’s global agency 171 Worldwide (WWP Group) to shape its creative direction, putting change at the core of HTC’s brand by offering a variety of unique interpretations of the HTC acronym.

Celebrating the change-makers

The brand platform will roll out in three phases with the initial advertising campaign highlighting HTC’s brand with a playful take on what it means to different people. The second phase will feature executions which highlight how HTC innovations—like BlinkFeed, Video Highlights and BoomSound—have changed the face of the mobile industry. The following ad spots will then focus on how HTC products empower individuals to drive change in their own lives.

Changing the media mix

Aligning with the preferences of HTC’s target audience, the ATL campaign will be heavily weighted to cinema, online and digital media. Experiential events in key markets, like the UK, US and Taiwan, will also bring the brand message to life for consumers, who will be able to experience the various creative interpretations of HTC for themselves. Extending the interpretation to consumers, a word randomizer app hosted on HTC.com and promoted via a range of social channels including Facebook, Google+ and Twitter, has also been developed to allow people to identify the most outlandish possible interpretations of HTC, building on the variety of permutations first introduced in the ATL campaign.

About HTC

Founded in 1997, HTC Corp. (HTC) is the creator of many award-winning mobile devices and industry firsts. By putting people at the center of everything it does, HTC pushes the boundaries of design and technology to create innovative and personal experiences for consumers around the globe. HTC’s portfolio includes smartphones and tablets powered by the HTC Sense^® user experience. HTC is listed on the Taiwan Stock Exchange (TWSE: 2498). For more information,please visit www.htc.com.