Malaysian Media Awards Winners Showcase





2012 | |

HTC — iPhone Hijacked

Advertiser: HTC Malaysia Sdn Bhd
Brand: HTC Sensation
Creative Agency: -
Credits: -

Challenge
It is everyone’s aspiration to get an iPhone but consumers are far less knowledgeable about HTC- Android phones. Traditionally, potential buyers of phones relied on in-store experiences before committing to a purchase. Our challenge was to engage iPhone users to try a differentiated product, without setting foot in a physical store.

Solution
Consumer insights from previous campaigns indicated that older iOS iPhone users were more likely to engage with HTC Android ads, as they were evaluating alternative OS platforms. We “hijacked” iPhones for the very first time in the market by bringing the HTC experience directly on the iPhone-screen. Targeting iPhones only and using a highly engaging screen take over creative format, we provided consumers with a tactile experience of HTC’s interface, right in their hands.

Execution
The ad would tease older iOS targeted users to swipe and experience something new. Mimicking the signature HTC unlock screen, a simplified HTC home interface would take over the screen to allow the user to experience the interface. A host of different banner sizes were served to cater for the absolute perfect rendering across devices to optimize the experience. To improve results during the campaign, individual OS and handsets were tracked to focus the budget.

Results
Approximately 50,000 user swipes were delivered from iOS devices, creating an interaction equivalent to approximately 2,500 potential new users walking into the store. Campaign over delivered on clicks by 30% resulting in a never before rich media cost per click of RM0.40 (Google average RM1.50), heightening the awareness for HTC.