HTC explores media options for its Explorer

DELHI: HTC has launched its media campaign to introduce the Explorer handset. While the print leg of the campaign has already been released, the TVC will be released on 8 December.

The outdoor execution is along the lines of the print campaign itself. The main objective of the campaign is to break ice with its core target group (TG), which is youth.

The insight for the launch was the fact that the youth of today is tech savvy and prefers keeping in touch with friends and peers through social media websites, chats, and mails. The goal was to communicate to the TG that HTC Explorer helps achieve all this through the magic of your fingers.

The print campaign uses the finger imagery to portray legs doing various things like playing cricket, dancing, driving a moped etc. Once again, the message here was that the HTC Explorer makes it possible to do things using only the fingers. The outdoor campaign uses elements like hoardings, standees, posters, danglers, bunting.

Apart from the print, TV and outdoor media, the company also used the digital platform to reach out to the TG. Its Facebook fan page recorded 80,000 likes in the first week of the launch and has nearly 170,000 likes till date, it said in a statement.
The next step in the media campaign will be to launch communication to announce that HTC Explorer is the first phone in India to have regional MMS/SMS/email support in local languages.

The commercial tells the story of a young boy trying to win back his girlfriend. He does everything possible to win her smile back through finger imagery. The visuals are complemented by a soundtrack that goes Tere maafi ko mai waiting waiting. The commercial ends with the boy getting his beloved back and sends out the message that with the HTC Explorer, the world is just a touch away.

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