PROBLEM
HTC was launching a new flagship phone: the HTC One M9. But with market saturation at an all-time high in the mobile phone industry, the stakes were high. To stand out above the competition, HTC launched “UH OH Protection”, a free, no questions asked replacement policy on their new flagship phone. We were asked to launch the program in a way that not only made people aware of it, but got them to see the real value of it, too.

SOLUTION
After using both quantitative and qualitative research to understand common stories about smartphone damage and pain points, we launched a campaign that told UH OH stories contextually across channels.

RESULTS
HTC's UH OH Protection program saw a 6pt lift in awareness over the course of 6 weeks purely as a result of Swift's campaign. And what's more, our campaign helped drive sales of the HTC One M9 with 30% of post purchase retail surveys saying UH OH Protection was the reason they bought their M9 device.

The campaign also received a call out by Sheryl Sandberg in Facebook's 2015 Earnings Call*: "I think one of the things that’s interesting about Instagram is while the ads are really visually appealing and that brings to mind certain verticals like fashion or autos, things where the visual really matters, what we're seeing is that lots of different verticals can use the platform really well. So a recent example, HTC working with their agency Swift, did Instagram videos to raise awareness of their mobile device warranty program. So they targeted 18 to 34-year-olds. They did five short videos with these funny moments of about where you're about to break your phone and they got a six-point lift in awareness of what is a warranty program."

Comment