PRODUCT: HTC One
WHAT WE DID: The campaign surrounding the launch of the HTC One was developed and executed entirely by DOTF, focused around a series of eight nationwide concerts featuring artists such as Birds of Tokyo and the Temper Trap, with all content filmed and syndicated across Foxtel, Telstra’s Bigpond platform and our own Speaker TV platform.
DOTF managed the entire campaign, from booking venues, artists, to executing pre-event promo across print, outdoor, broadcast and online, to event management, artist meet-and-greets and on site brand activation, to creating and collating a series of content that screened for three months.
The final content comprised of 8 x 15s TVCs, 10 x 30s segments for social media, 10 x 2 minute segments for social media and online distribution, 3 x half-hour specials for broadcast and 1 x 1 hour special for broadcast.
The results spoke for themselves with over 20 million impressions across the three-month campaign, bringing the HTC One into the youth sphere.