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Meridian makes the fingers talk for HTC Explorer

Meridian makes the fingers talk for HTC Explorer

Author | Deepika Bhardwaj | Tuesday, Dec 13,2011 10:09 AM

Meridian makes the fingers talk for HTC Explorer

It’s the ‘Fingers’ in the lead role in the latest campaign for HTC Explorer created by Meridian Communications. Connoting ‘Fingers’ as walking Legs, these ads highlight the One-Touch feature of the phone, suggesting your fingers can today do all the walking and talking through just a simple touch. The main brief behind this campaign by HTC, pretty much a late entrant in the Indian mobile market was to break ice with the launch of HTC explorer- a phone for the youth.

The Brief:
Speaking on the main idea behind the campaign, Faisal Siddiqui, Country Head, HTC India, said, “The insight for the launch of this campaign came out from the fact that the youth of today is tech savvy and prefers keeping in touch with friends and peers through social media websites, chats, and mails. Our main objective was to communicate that HTC Explorer helps achieve all this through the magic of your fingers.HTC Explorer is a device, which today is an extension of its user. A friend, buddy that lets you access the world in your hands and this is the emotional aspect that we have tried to bring out in this campaign"

The Execution:
Following HTC’s brief, Meridian Communication designed a light hearted, playful & youth centric story in order to attract the youth through the campaign. While the print Creative showcases the one-touch feature of the phone for various uses like keeping in touch with friends, Bollywood Gossips or Sports, the TVCs limit the fingers to that of a boy, trying to woo his girl.

Explaining the reason behind taking this approach, Krishna Mani, Creative Director, Meridian Communication, said “HTC makes brilliant touch phones. The Explorer is a fully loaded, sexily designed and affordable touch phone for the youth. And we all know that the youth is always communicating with their friends and the world with the phone. So we used the simple idea of the fingers literally doing the job of communicating. It’s simple without being stupid. It says a lot visually without using too many words.”

The Campaign:

Expert Opinion:
While the print campaign is a visual treat, the visual treatment misses connect, feels the ad frat.

Amit Shankar, ECD, Grey Worldwide, likes the uniqueness and creativity in the print and outdoor campaigns, but has a different view for the TVCs. He says “When I saw the fingers in the hoardings and print, they looked attractive and seemed to beautifully capture the idea. But, the same device of fingers falls short in the current film execution. The films are not doing justice to the idea of fingers doing the talking. Fingers simply come and go and it’s even worse in the shorter edits. The longer version also is not tight and looks loose.”

For Anindya Banerjee, ECD, Scarecrow Communications, while the ads are lovely, the message itself is a bit too old to be used for something as new as HTC Explorer. He shares, “I loved the ads. The films are nicely shot, the characters are sweet and the soundtrack is lovely. It’s difficult not to like the film and it has a nice feel-good feel about it. The painted fingers convey the message nicely, but my problem with the film is the message itself. Letting your fingers do the talking is old and generic to the category. This would have been the brief when a touch phone was introduced for the first time. That and the VO that says the fastest phone in its category comes out of nowhere.”

Our Opinion:
Whether it’s a touch phone or a Qwerty key pad, communication on social platforms which Explorer seems to be promoting, happens with fingers only. So while painted fingers may be a new idea, using fingers as a communication vehicle is pretty old. Also, apps, games, friends and music is a touch away in almost every touch phone today, so the ad doesn’t really communicate why the phone is the fastest in its category. The 15-second ads may get the viewer completely confused. However, the music and lyrics are quite sweet and catchy and may attract the college goers.

Conveying moods and emotions, maybe facial expressions through fingers to communicate the idea that the phone is just an extension of your personality - spoken through fingers, could have been better. Stars: Print – 3.5/5 ; 2/5


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