Finalist at inaugural PRWeek Global Awards
Fever’s work with HTC on the Global Design Tours campaign was a finalist for the “Product Brand Development Campaign of the Year” category at the PRWeek Global Awards. The awards set out to “honor the transformative work that crosses borders, building brands and trust, enabling the growth of international enterprise. It is the only awards program that benchmarks the most important work going across markets around the world.”
With design a competitive differentiator for HTC’s latest handset and an influential passion point for its target audience, Fever devised a campaign to offer a unique city guide through the lens of design to be accessed anywhere, any place through the HTC One®. The result: Global Design Tours, a free Android app curated by international and influential designers that provides insiders’ edit of ‘must-see’ and ‘must-do’ design locations from the world’s top design destinations.
Working with Wallpaper* magazine, a leader in design, each city guide had 20 design-inspired recommendations provided by three contributors (one Wallpaper* editor, one local designer and one member from HTC Design). Fever built news hooks around key design fairs such as Salone del Mobile in Milan and encouraged top tier lifestyle media to trial the HTC One during the design fairs or visiting the recommendations in the app. The results were impressive with >54 million reach of editorial and social media outreach in first 3 months and >115,000 engaged users in first 8 months. All three HTC regions (EMEA, US and APAC) activated the campaign across 14 markets and generated in-depth articles in Tier 1 media. These included front cover and six page feature in NYLON magazine (Singapore), four page feature in 1626 (China) and dedicated online stories with Mail Online (UK), Elle (Netherlands) and VICE (Germany).
Although the campaign wasn’t the overall category winner, members of the HTC Global team spent 24 hours in sunny Barcelona celebrating their success as finalists.