Problem How do you introduce a new technology to the marketplace? Solution Use OOH to surround consumers with the product’s benefits and even test it for themselves. Background The tablet category was abuzz with various launches trying to compete with iPad’s stronghold on category. HTC needed to develop a campaign that would demonstrate its unique product benefits and enable consumers to engage firsthand with HTC ScribeTM Technology, as well as overcome consumer hesi - tancy to engage with tablet devices outside the established leader, iPad. Objective • Communication Objective: Demonstrate how HTC Tablets let YOU make your mark. • Advertising Objective: Establish the HTC series of Tablets in the com- petitive tablet space. • Demographic Target: On the go A18-49 (skew 18-34 young

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