In 2008, cell phone manufacturer HTC introduced the HTC FUZE, the company’s next-generation entry into the exploding touch screen phone market. The device launched in partnership with AT&T, which meant the HTC FUZE went head to head with the powerhouse iPhone as well as the Google G1 from T-Mobile. HTC needed a standout marketing and advertising campaign that would divert attention from those competing devices to the HTC FUZE’s unique feature set.
To help HTC and AT&T reach their goals of raising awareness and driving sales of the device, Worktank created a multi-platform campaign that included TV, print, and online ads, plus an interactive website and sweepstakes. Worktank reached the target audience—tech-savvy males in their 30s who aren’t obsessed with status devices—with creative that emphasized the HTC FUZE’s form and function, specifically the intuitive touch screen interface, slide-out keyboard, and live in-call video sharing. Instead of simply listing these features, each was presented in a real-world environment with real people using them, reinforcing how easily the device can integrate and enhance people’s lives. At www.HOWiFUZE.com, visitors could experience the HTC FUZE’s TouchFLO 3D for themselves, explore more features, enter to win their own HTC FUZE and $25,000, and find out where to buy the device. And to get AT&T sales reps excited about the new phone, engaging information kits were sent out to retail outlets with collateral materials illustrating the HTC FUZE’s standout features.
Despite launching during one of the most difficult economic climates in memory, every element of the HTC FUZE “Experience the Reaction” campaign has delivered strong results. The national TV ads drove traffic into AT&T stores across the country, while the online campaign has reached 161 million impressions and a click-through rate (CTR) as high as 0.36 percent, well above the industry average. The HOWiFUZE.com microsite has had 275,000 visitors, and the sweepstakes has received over 800,000 entries.