HTC Diamond 2 Europe-wide launch campaign

The objective

To produce a Europe wide launch campaign for the new HTC Touch Diamond 2 device. The campaign would be launched simultaneously in 11 countries and consist of a rich media banner campaign plus supporting sites and activities.

Visually the campaign would also be the first to adopt the new HTC brand guidelines, moving away from the niche of tech savvy consumers and becoming more approachable to the every day man.

The solution

Our solution was to create a three part online campaign:

1. A toolkit of Rich media banners, standard banners, and site re-skins to show off the functionality and form factor of the device, they were designed to grab your attention, give you the 'I want it now' feeling and let easily find out all you need to know about it by leading you to the…

2. Bespoke microsite, full of beautiful 3D sequences, videos and all the facts and figures you'll need to commit to a purchase. The microsite for each territory is slightly different; where some partnered up with specific retailers or operators others would give you a range of options of where to buy the device from. Because of the bespoke banners and microsite, the whole discovery to purchase process was streamlined, leading to a fantastic conversion across the board.

3. As a supporting activity two HTC Touch Diamond 2 themed widgets were created, the widgets; One retro flip clock, based on the clock on the device itself and a Magic 8-Ball were both designed to only be loosely tied to the campaign in order to give them as long a shelf life as possible. The idea was to get as much brand exposure as possible without being too salesy. The widgets were seeded from the micro site itself, but also from places like Microsoft Live, iGoogle, Yahoo widgets Netvibes etc.

The results

The take up of the campaign was higher than expected with a lot more regions than expected wanting to run it. The first day the device was on sale, most retailers across Europe had sold out within hours.

The clock widget has seen an 89% install rate, and an average of 10 views per unique user. The widgets are also still keeping their momentum up, even now after the main campaign is over the daily usage is still increasing.