www.hornallanderson.com/project/htc-g1-phone-launch-program

HTC

HTC G1 Phone Launch Program

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Smarterer. Connecteder. Funnerer.

…Not the way we typically talk about leading edge mobile technology, but the G1 isn’t your typical phone. Manufactured by HTC, the G1 is the first phone to run on Google’s revolutionary Android platform, and it’s poised to change the way we think about mobile communications.

The goal was to build momentum and train T-Mobile sales teams in anticipation of surging demand for the G1. We developed the whimsical theme and a range of support materials, including banners, bags, brochures, a sizzling promotional reel and a 3D demo video for the 14-city launch tour. The theme employs a tongue-in-cheek misuse of grammar inspired by the Google name itself—technically a misspelling of “googol”—and communicates both the value proposition and the populist positioning of the G1. The result: an energized sales force, and a solid launch pad for this historic device.