HTC launches first campaign in Myanmar

The campaign includes a forthcoming TVC and a two-minute short film that will run across TV, cinema, digital and retail starting next month. The campaign aims to capture the imagination and inspire the people of Myanmar with the opportunities made available by mobile computing.

The TVC, which was shot in seven locations in Taiwan and Myanmar, is inspired by the story of HTC CEO Peter Chou, a native of Myanmar who left to pursue his dream of becoming an engineer.

“Chou has always wanted to bring his life’s work back to his home country and help the Myanmar people connect to the world of opportunities and follow their dreams,” Sara Paz, HTC’s senior director of marketing for South Asia, told Campaign Asia-Pacific.

Despite the Taiwanese company having moved its global advertising in-house, HTC South Asia will continue working with agencies in the region, the company said.

“The campaign was created by the South Asia HTC creative in-house team, who worked closely with Andrew Ee, a Singaporean director, and Cyndi Lim, a producer—as well as Myanmar partners, including Aung Ko Latt, a pioneering Myanmar motion picture filmmaker, and Naing Naing, a Myanmar film actor,” Paz said.

Although the company announced a 91 per cent drop in profits in the fourth quarter of last year and didn't fare well in a recent report on global shipments, Paz said HTC is confident about growth in Myanmar, due to the acceleration of economic and infrastructure development in the country.

KMD, HTC’s official distributor in the country, will focus on promoting the company's Butterfly, One X, One X+, Desire X, Desire VC, and Desire C models. KMD will also help the brand by opening concept stores in major Myanmar cities, including Yangon and Mandalay, as well as opening and managing service centres and distributing accessories.