HTC manager Martin Kang-Kress in conversation: "Creative reboot with Robert ... - kress.de

Martin Kang: “Robert Downey Jr. is not for sale – and only makes things that make it fun” (Photo: HTC)

backup from Hollywood: The HTC latently misleading campaign is more than just an expensive advertising campaign. “It is the most important repositioning, the HTC has made in recent years,” says Kang Martin , the newly promoted chief marketing officer for the EMEA region to Kress . The Taiwanese manufacturer of mobile phones and tablet computers, HTC has firmly tied in with the “ Iron Man “. “This campaign is for us to restart. Robert Downey Jr. is our face that represents this change.”

Martin Kang was previously in charge of Frankfurt as a marketing executive for the DACH region. Backdated to 1 He has expanded his sphere of influence to Europe, Middle East and Africa in July, he may now officially put “HTC EMEA Vice President, Head of Marketing” on his business cards.

The collaboration with the actor appreciated the advertising experts, up to 2003 ever chief operating officer of FCB Berlin and before consulting chef at Springer & Jacoby was very. “We do not have it easy for a couple of shots required,” Kang says about Downey commitment. “It is a long-term cooperation that goes far beyond the usual brand commitment of celebrities.”

Downey has the last word in creative spots

Here is the actor who apparently did not think much of advertising so far and had only one clamp of Volvo in the course of his career, a relatively free hand in drafting another HTC commercials have. “He’s in our movies Campaign Creative Control. Regarding his flair for storytelling and production, we can learn much from him,” said Kang.

also ventured into other films, the electronics company long regarded as a rather conservative anarchic access. “We open ourselves. We want the consumer to deal playfully with what HTC stands for,” Martin Kang describes the approach.

So the audience will even develop ideas about what might be hidden behind the acronyms abound. Robert Downey Jr. will thereby be more creative impeller – and not a mere ad poster boy. “We do not want to abuse RDJ, just to keep a cell phone flat in the camera,” said Kang. “He can not be bought – and only makes things that make it fun.”

“Last creatively not good enough”

to the previous campaigns, such as the “You” appearance, the new marketing managers can hardly be a good hair. “Reminded you might not be so good – easy also because not much came after that,” said Kang, adding self-critical:

“Our last creative advertising campaigns were not good enough.”

now available for the new spirit of “Iron Man” – apparently fiddling the agency 171 Worldwide from Taiwan already in new campaign flights. “It’s only the beginning of a future-oriented branding campaign,” says Kang. “We’ve been stuck in the preparations for 2014.”

hope for the supposedly “massive talc-of-Town-potential”

The decision to leave the spots in the German-speaking area in the original English, the management was not easy, but it lights overlooking the cosmopolitan target group of 18 – to 34-year-olds. “It would be almost impossible for the content, translate the joke of our film,” he says, but is in the best specialists Denglish sure: “The film has massive talc-of-town potential.”

Not the Exception of Downey commitment remains the HTC involvement in football stadiums – as the official Uefa Advertisers Partners. “Our advertising has worked well there. We now look forward to our second football season,” says Kang creative man.

The one-billion-dollar budget Repositionierungskampagne with Robert Downey Jr. is used worldwide. The main countries are United States, China, the HTC home market, Taiwan, Australia, UK and Germany.