We received the brief without any information about the flagship. We knew nothing about its design and unique features that distinguished it from its competitors. Absolutely nothing. We even didn’t have the name of the model at the briefing – just a code mark M7.

 

The campaign was devided in two parts: Teaser and Main Campaign.

 

Teaser 

We had no choice. All we had was mystery, that’s why for OOH we created intrigue, and for digital campaign we turned obscurity into advantage. So we invited people to guess features of the new flagship.

 

Main campaign

At the beginning of the main campaign we had some information about 4 key advantages of the flagship – sound, speed, camera and design. Of course, we couldn’t show them in OOH communication. For ООН we had to use the international concept, and we couldn’t alter it. So we decided to create a web-site with virtual world of the new HTC One, where users could discover advantages of the new flagship.