Malaysian Media Awards Winners Showcase





2015 | |

How HTC Hijacked Android & IOS Screens

Advertiser: HTC
Brand: HTC One Max
Creative Agency: PHD Media (M) Sdn Bhd
Credits: -

The Challenge
For the new One Max, HTC had a launch budget that is a fraction of Samsung S5 and iPhone 6. HTC market share was only 3% compared to the other 97% who either own a Samsung, Apple, Nokia, LG etc. So with such a low budget, how can HTC reach the 97% of Malaysia’s smartphone owners?

The Solution – Insight & Idea
Most smartphone buyers rely heavily on information available on the Internet instead of visiting retail outlets before making a purchase. 53% of users preferred mobile as the media channel for any information on gadgets. By the time a buyer reaches the retail outlet, Samsung’s and Apple’s mighty media budgets would have ensured they remain in the buyers’ shortlists. HTC needed a strategy to reach smartphone buyers before they even arrive at the retail outlets. HTC wanted buyers to test-drive the One Max before they are ‘hijacked’ by retailers to consider Samsung or Apple. But to do so, HTC would need at least a few million One Max models. We decided to put the One Max into the consumer’s hands without using a single unit of One Max. HTC would replicate the One Max experience on every smartphone screen with a mobile rich banner which will ‘take over’ the home screen of any smartphone.

The Execution
To be present in every user’s hands, mobile advertising was crucial as we could target non-HTC devices. The ad unit delivered the actual user experience of HTC One Max on any non-HTC device without requiring any additional application to be downloaded.

The Results
Average CTR : 1.40%, surpassing target by 40%! Average CTR on iOS devices (primary target audience) : 1.70%, surpassing target by a whopping 70%! Interaction rate : 1 minute and 18 seconds, surpassing target by a whopping 160%!