Strategy
Waggener Edstrom helped position HTC Touch as a versatile touchphone targeted at tech-savvy consumers as well as mobile professionals. The campaign’s creative undertones were based on aspects such as ‘touch’ and ‘feel, with ‘touch’ used to convey both emotive and the actual sense of touch, in line with the actual product experience. Key messages included compact and stylish design and delivering a breakthrough touchscreen experience with TOUCHFLO technology.
Result
The HTC Touch campaign successfully generated more than 30 pieces of coverage in Singapore and regional press , broadcast and wires, which drove the sales of HTC Touch to exceed its supply in the first week of launch.
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