Smartphone vendor HTC Corp (宏達電) yesterday said it has hired Robert Downey Jr as its spokesperson in a marketing campaign to be launched this week.
The Taoyuan-based company confirmed the recent rumor that Downey, the star of action movies like Iron Man and The Avengers, would promote its “metal-casing” flagship HTC One smartphone.
Starting on Thursday, HTC will release a series of advertisements showcasing its brand and products.
“With this campaign, we are affirming HTC’s role in the mobile market, which is to define, change and lead the industry by developing the most innovative technologies,” HTC chief marketing officer Ben Ho (何永生) said at a media briefing.
In response to rumors that Downey signed a two-year US$12 million contract with HTC for his new spokesperson role, Ho said he cannot confirm the details because the agreement is confidential.
For the year, HTC plans to spend up to US$1 billion on marketing and its expenses so far do not equal even 50 percent of that amount, he said.
Given Downey’s popularity, HTC expects him to enhance the brand’s image by between 30 percent 40 percent, he added.
Earlier this year, the company hired Taiwanese rock band May Day (五月天) and singer Wang Lee-hom (王力宏) to market its flagship smartphone in Taiwan and China.
From this month, HTC’s new commercials will be broadcast through media outlets in Taiwan, the US, Russia, Germany, China and Australia, Ho said.
Although, the new ads will be aired in specific countries only due to HTC’s limited marketing resources, consumers will be able to view them on the Internet, he added.
Ho also told reporters the company plans to launch two to three new models later this year.