Mobile device manufacturer HTC has partnered with integrated marketing agency SapientNitro to launch a global campaign for its HTC One M9 smartphone. The new campaign supports the brand’s ‘One Life’ idea.
The ads include two video spots featuring people living life to the full - with snapshots of activities ranging from art gallery trips to the daily commute, all this while showing how the characters use their phones to take photos, play music and post selfies.
The fully integrated campaign will appear on terrestrial and satellite TV, online and cinema and will be supported by some wider print and digital activity. SapientNitro won the brand’s EMEA account at the end of last year and the campaign be rolled out globally across Asia Pacific, Europe, Middle East and USA.
Currently rolled out in Australia, the campaign will roll out across Asia Pacific in the next couple of months.
Shot in London by the French directing duo, Truman & Cooper, the dance track was specially composed by record industry producers, Joel Edwards and Glen Nichols, at One More Music.
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Markus Breglec, VP of marketing & sponsorships at HTC Europe, said: “It’s all about celebrating the evolution of our award-winning HTC One franchise while keeping the benefits for the consumer at the centre of everything that we do.”
Mark Hunter, executive creative director at SapientNitro London, added: “HTC totally gets that these days people use their phones to show off, have fun and look cool. We tried to represent that.”