HTC Straylight: A multi-channel narrative, spanning a range of digital assets, live events and direct in-store consumer marketing, placing HTC at the heartbeat of creative culture and positioning them as a relevant voice in music, art and design conversations.

“Straylight” is an unpredictable light reflection in multiple directions, this unique name represented the wealth of original editorial content refracted into one space - enterstraylight.com. The website creative embodied the clean, linear and innovative features of HTC’s handsets, leading with bold imagery and smooth functionality.

The creative was further manifested as a giant hexagonal tunnel, with 72 rotating mirrors refracting light through day and night, creating the selfie backdrop of a lifetime and as an ambitious art installation by night, all controlled by an HTC handset. HTC also seamlessly integrated into The Great Escape and Somersault festivals, hosting a series of gigs and workshops, all pursuing brilliance.

In May 2015 HTC presented the Secret City Sessions at The Great Escape, showcasing new music talent. TGE provided valuable content, ready to go live on enterstraylight.com, which launched in June 2015. Throughout the year, a dedicated editor continued to update the site with relevant content each week. Alongside this, their role was to ensure MPU, leader boards and e-shot content was leveraged across all partner-marketing assets.

Off the back of the Straylight campaign, HTC secured a gold package launch with Vodafone, enabling them to execute a strategic festival ticket giveaway campaign through their nationwide stores between April and July 2015.

Further into the festival season, HTC delivered the Straylight build to the main arenas of Lovebox, Citadel and Wilderness festival, later creating a unique workshop based activation at Somersault festival. HTC’s on site presence was strengthened by the ‘HTC empowered’ festival apps at both The Great Escape and Lovebox.

HTC achieved over 70 million reach, via 18 different digital partner assets and as a direct result of the activation, obtained gold package launch in nationwide Vodafone stores, further strengthening their ROI.

200,000 festival attendees immersed with the brand from secret gigs, workshops, to their own selfie generating experiences. Further to the live engagement, Lovebox & TGE gained 40,000 combined ‘Empowered by HTC’ festival app downloads, housing exclusive HTC content and strategic logo placement.

HTCs 2015 Brand Perception Index found brand loyalty has increased by 27% in 2015 and 64% of HTC’s buyers were new to the brand, higher than Apple and Samsung.

“Straylight was the product of true creative collaboration, driving awareness and authenticity of HTC and without doubt driving forward sales, whilst sharing experiences and inspirational editorial to millions of their consumers. A partnership made in musical heaven” Camilla Markham, Head of Marcomms, HTC.