Results and Effectiveness

The combination of a “big bang” launch and a 2 month sustenance strategy effectively made the HTC Evo 3D the 3D phone of choice. The launch of the Evo 3D had an increase of 138% likes on the HTC Facebook page over the course of the projection stunt (4 days). We found that there was at least 200 downloads of the video per day from the Facebook link alone. The HTC Evo 3D video projection made 57% of the Facebook page’s total view for the month of September. Sales continue to be strong, with HTC owning the 3D mobile proposition.

Creative Execution

The answer was a 3D video projection mapped across Suntec: our own virtual “billboard” - a unique showstopper standing out vs. all other ads making best use of the space by bringing the building to life, showing it crumbling then shaking apart – literally changing your world. This 2-minute video with light and audio played every 15 minutes, drawing eyeballs and driving intense conversation on the main message: a new phone with 3D capability without 3D glasses. We supplemented this with directional signage/in-mall buys, disrupting all entering Comex, where the 3D experience extended to handsets. In association with Hardwarezone Magazine, the result was a bigger, richer experience for advocates and evangelists. 6 sheet posters with 3D TVs at key traffic points, Bugis, Cineleisure and Plaza Singapura, maintained the association between 3D-vision and HTC EVO 3D as well as cinema sponsorship featuring the phone in 2D/3D cinemas – reminding patrons to keep silent.

Insights, Strategy and the Idea

HTC's objective was to build awareness for HTC's new 3D technology and to start driving preference and advocacy for the technology behind HTC Evo 3D phone, showcasing 3D content without 3D glasses. The challenge was finding a platform which showcased 3D technology in a world already in 3D, and to drive preference and advocacy, by finding technologically savvy consumers to get the phone in their hands. Our insight was that: ‘3D is best seen with your own eyes’. Building on this, we had to target the right consumer (tech-savvy) at the right time (purchasing tech devices) using a 3D led platform. Comex 2011, a “gathering of geeks”, was a prime opportunity for selling the newest in mobile technology. Our challenge was to create an attention-grabbing advertisement BEFORE they entered Comex. Once inside, we could enrich the HTC Evo 3D experience with actual handset.