Robert Downey, Jr. Is HTC's Biggest Endorser: Taiwanese Brand Mounts Billion Dollar Campaign To Challenge Samsung And Apple

Robert Downey, Jr. Is HTC's Biggest Endorser: Taiwanese Brand to Challenge Samsung And Apple

Robert Downey, Jr is now the official endorser for HTC. This is part of an aggressive Billion Dollar Campaign that the Taiwanese brand has mounted to challenge the dominance of Apple and Samsung in the Smartphone market.

HTC has long been recognized as by tech and gadget experts as a worthy rival to the Smartphone giants. Their recent release, the HTC One, has actually received high reviews. In some comparison features, HTC One has defeated the Samsung Galaxy S4 and the Iphone 5.

However, HTC is lagging behind in sales despite a competitive product that is even lower-priced than its competitors. They have pointed to brand recognition (or lack thereof).

This has prompted HTC to mount an ambitious marketing campaign. They wanted to have a global icon to represent them and they chose a movie icon that is also a virtual geek god (because of his movie character) - Robert Downey, Jr.

In the new commercial, HTC emphasizes that their acronym is a household name, like CNN, MIT or NYC. Typical Robert Downey would inject humor by trying to figure out what HTC means. Hilarious results like "Hot Tea Catapult" or "Humongous Tin Catamaran" are mentioned. In the end, Downey quotes the HTC slogan: "Here's To Change."

Since the campaign launch, HTC has seen growth in its brand buzz. It has now narrowed the gap between them and their competitors.

The official HTC statement:  "The Change brand platform will embody the message that HTC inspires innovation by standing for anything you want it to."