HTC’s Genius Marketing Message

April 9, 2014
2,564 Views

The new commercial promoting the HTC One M8 smart phone is visually sleek, but most importantly, it packs a powerful message. It’s bold, confident and makes the consumer think twice about following the crowd. The commercial, featuring Gary Oldman, challenges consumers to form their own opinion on smartphones.

Why did HTC choose this marketing strategy? Because it is an effective strategy when battling a bigger and already established market player (in this case players). When battling a bigger competitor, you must challenge the status quo.

Aside from having, in my opinion, the best Android phone on the market, the message in the commercial entices the consumer to question what product is best. When you lack market share in any industry, it takes this kind of approach to turn heads. The commercial says (without saying) that you, the consumer, can go ahead and buy a Samsung or Apple like everyone else, but is that truly the best product? It gets you thinking, and at the very least, if you’re in the market for a new smartphone, you’d be foolish not to check out the new HTC device. Mission accomplished.

Genius commercial.

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Like all of you entrepreneurs and investors out there, Aaron has been in the trenches. He is the founder of an influential online media and PR company. From oil wildcatters to mining prospectors, tech gurus to medical doctors, and even celebrities, Aaron has helped market and expand brand awareness for a diverse range of publicly traded companies ran by entrepreneurs from all walks of life.

  • They chose an excellent actor too.

    • Absolutely! Oldman was awesome in ‘Tinker, Tailor, Soldier, Spy’ and of course ‘The Dark Knight’.

  • Eric Haubert

    This is a simple and good TV commercial. It is true most consumers look for what others are using and listen to their opinions while considering any product. To an extent it is good, but in the end our personal preference should outweigh that of others. HTC, an already established phone brand like other famous brands without doubt have a good commercial video production team. They have already produced several good commercials. So it can’t be said as the strategy to followed by companies without any market share. If they do it right, any company can successfully use similar strategies successfully.

    • Indeed Eric, personal preference should outweigh, but I’m not convinced it always does (depends on the product I suppose). And yes, there is much small business owners can take away from this advertisement and apply to their own marketing strategy. In fact, this type of marketing should be used my smaller companies trying to compete with the bigger, more established brands.

      Remember to start with the ‘why’ when marketing your product. That means not simply talking about product features. It means you must explain to your audience why you exist and why your product will make a difference in their lives. Features are important, but your ‘why’ is THE most important message to get across in marketing.

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