In a bid to increase the “lifestyle fit” element of the brand, HTC had been very active in sponsoring big events, e.g. concerts, comedy night and fashion shows. So when Russell Peters was to do two stand-up comedy nights in Dubai, HTC was a key sponsor of the event, which allowed it to have its own event activation space and use the platform in a way to push for its recently launched HTC One A9.
HTC One A9 was getting a lot of negative flag in the media, this was mainly due to two reason. Firstly, the device was unmistakenly too similar to the iPhone 6 devices, quite a few blogs and media outlets termed it as a complete rip-off. Additionally, the device wasn’t good on paper, in terms of specifications.
Bracing from these issues, HTC really wanted to stand out, and make an impact on the event activation.
This is where the HAWKS came in. Since the event was a comedy night, and the activation stand was outside the seating area, we proposed to make HTC’s place as a “warm up for the night” stage. We built a sound/decibel measuring microsite and asked attendees to laugh as loud as they could towards the phone. The louder you laugh, the higher the discount you get on your next HTC purchase. This turned out to be a brilliant event activation for the brand and resulted in meeting its business objectives.