Smartphone maker HTC has launched its first global ad campaign, which is based on the firms new Quietly Brilliant brand positioning. The campaign is being rolled out across 20 countries in the coming weeks and features the tagline, You dont need to get a phone. You need a phone that gets you. HTC says that this represents its commitment to focus on people, their needs and how they work and live to ensure that HTC devices suit them.
HTC worked with London-based creative consultancy, FigTree to create the brand positioning, which it says was inspired by its culture of putting customers first, born from a heritage of creating breakthrough products and continued innovation. It adds that the Quietly brilliant positioning will be rolled out in all forms of communication and brand touchpoints across the company. 
