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Rally Around Michelle

People can be cruel online. In our first-ever spot for HTC, we reveal how they can can also be amazing.

Situation

HTC, a multinational manufacturer of smartphones and tablets headquartered in Taiwan, was in the middle of its product life cycle with the HTC One products. There wouldn’t be any new news for a while and a brand re-organization meant delayed launches for its new flagship products. While the product was well reviewed and the brand still has capital with core users it never quite connected with a younger demographic. With an extremely limited budget, client asked us to develop content that would be relevant and connect with this audience, all in less than 3 weeks, in between product launches.

Solution

Cyber-bullying is a reality in today’s teen life, amplified by social media and the anonymity of technology. But one side that’s rarely highlighted among all the negative headlines is the fact that technology can also be an engine for good. We decided to create a film very much in the language of today’s teens, intentionally produced to feel organic that showed how people can also come together to help a friend in need. “Rally for Michelle” positioned HTC as a brand that understands the universal desire for acceptance and support, sharing a positive story that resonated with teens around the world. We also connected with the younger demographic through our choice of track for the film with the band "For King & Country," known for their own genuine positivity, and they promoted the video on their own social media channels.

Results

Within 3 weeks, the script was concepted, produced, and released across HTC social channels around the world. The uniquely positive story earned coverage for HTC among many publications like by The Drum Creative Section, MediaPost, and Ad Age’s Creativity.

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