A Media Planning Assignment for HTC One
HTC released one of its flagship model, the HTC One during the year 2013. It was to compete with Samsung's Galaxy S IV and Apple's iPhone 5. With the other two leading brands in the smartphone industry, we needed to distinguish ourselves from the other two competitor.
Samsung is known for its superior hardware inside the Galaxy S IV, promoting its fast processors, its high pixel desnsity and its camera quality. All of these are related to how good its technologies can be. Apple on the other hand focuses on design, with its premium craft with aluminium bodies, the simplicity of its appearance and its smooth iOS UI experience.
While knowing HTC One's camera performance is arguably as good as the S IV and iPhone 5 in some situations (especially lowlight conditions), we know going head to head with Samsung on camera quality with its 13 mega pixel would be a tough battle (not to mention Nokia's Lumia series with its amazing camera too!). While its speakers are definitely one of its kind, fighting with Samsung's group play would also be another problem. Hence, we decided to focus on something less obvious, but gives substancial effect on our everyday life.
We decided to focus on HTC's BlinkFeed. Its an exclusive feature from HTC that allows notifications to be part of the homescreen, making it easier for users to get up to date newsfeed without having to open the apps. It is heavily based on Window's phone live tiles, which HTC is a main contributor as well.
Our target group focuses on college students age 21 ~ 30 as their social media consumption is considered the highest, making BlinkFeed a potential selling point for them. For maximum exposure we decided to use billboards and news advert to inform our audience regarding this feature.
Our HTC BlinkFeed tagline:
Constant news, non-stop fun.