CASE STUDY: HTC gives mobile users 'Sensation' of using new handset

Background
The HTC Sensation is the first HTC phone to support the HTC Sense 3.0 user interface, which offers advanced functionality such as navigation by “drag and drop”, a camera with multiple effects and all-in-one friend stream to help manage social applications.

Aim
The target market is quite familiar with the iPhone interface, but less knowledgeable about Android and HTC interfaces. The client believed users would say “wow” if only they could get their hands on the phone. So to give them a taste of the phone's sleek interaction, InMobi recreated some aspects of the experience using HTML5 technology, targeting switchers and upgraders.

Execution
To allow the ad to work on both Android and iOS platforms, the ad unit was built with the Sprout Platform. To further extend the campaign, a simplified feature phone version was created as well.

Selected handsets were targeted, and multiple ad sizes were used to get maximum exposure. Different banner sizes were served for different handsets, so as to target handsets precisely and optimise the mobile experience. 

The ad-copy used was “The ultimate HD experience on HTC sensation”. For optimisation, OS and handsets were tracked to identify the most responsive customer segments and the best combinations of segments were given budget priority.

The media agency is Maxus.

Result
Approximately 50,000 user swipes were delivered by the campaign. The campaign also overdelivered on clicks by 30 per cent.