CATALOG TAKEOVER

TitleCATALOG TAKEOVER
BrandHTC
Product / ServiceHTC ONE X
CategoryA02. Best Use of Magazines/Newspapers
EntrantPHD APAC Singapore, SINGAPORE
Entrant Company:PHD APAC Singapore, SINGAPORE
Media Agency:PHD APAC Singapore, SINGAPORE

Credits

Name Company Position
Andy Sma Phd Singapore P/L Business Manager
Sylvia Chew Phd Singapore P/L Account Executive

Results and Effectiveness

30,000 of these special edition May CATALOG issues were snapped up, both free and purchased, due to a new smaller size and eye-catching design – all conceptualized and executed on the HTC One X. According to publishers, this has never happened before. • 10-15% of brand awareness was generated via CATALOG publicity alone, and on their platforms; • The “making-of” video 4,667 views • The “mix tape” 3,781 downloads • Total of 14,893 Likes • Additional copies request of the magazine have been pouring in to the publishers. HTC SG fanpage is no.1 page for engagement in the month of May on Socialbakers report

Creative Execution

Via CATALOG Magazine we sent out a call to arms using their core multiple touch points: EDM base and Social Media Channels. Combined with HTC Press Releases and Facebook page, we reached out to Art Schools across Singapore, asking aspiring magazine editors to experience the collaborative creation of a magazine. Designer Ling Wu used the phone to create the magazine cover, drawing inspiration from her upcoming AW12 collection. Aspiring illustrators, photographers, art-directors and stylists created fashion spreads and shopping pages. Accessories Designer, Rayson Tan used the HTC One X to photograph a step-by-step “how to” on earring customization. DJ Kavan Spruyt used the One X to create a special “mix tape” and videographer Jerry Leu created a behind-the-scenes video of the entire "Craft" collaboration. Both were placed on the CATALOG website, expanding reach. All HTC testimonials and experiences were communicated onto their blogs and social platforms - exponential social expansion!

Insights, Strategy and the Idea

HTC wanted to reach out to the "Geek Expressionist", a segment seeking ways to express themselves and their creative capabilities. The insight was that this target trusts their own peers the most. So the approach was to use real-life testimonials through the eyes of everyday people, in order to showcase HTC One X capabilities. The objective was to put the HTC One X into consumers’ hands, so THEY would be the advocates of the key benefits “Amazing Camera, Authentic Sound”. No celebrities, just real people. Magazines were used as the main platform based on the insight that ‘Geek Expressionists’ thrive on tangible ways to boast of their talents to their peers. With CATALOG Magazine, we went beyond the brief and created content – under a “Craft” theme because we knew this handset was capable of craft - allowing the target to experience for themselves the power of the HTC One X.