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HTC London High Street Kensington

The launch of the HTC One M9 mobile phone is taking pride of place on three blowUP media Giant Posters in London, Manchester and Leeds including the very first display on the new high-profile Kensington High Street site.

With the sites being used as part of the wider launch campaign, the M9 is the latest handset from the revered HTC One range. The ads, created by Sapient Nitro, carry the strap line ‘Let Them Stare’ which focuses on the stylish and premium design of both the hardware and software of the product. Planned and booked by M2M and Talon, the Out of Home element of the campaign includes a number of hand-picked locations which not only match the premium appearance of the M9 but were also best-positioned to hit the key target audience of ABC1 Adults 25-49.

blowUP media’s launch of the Kensington High Street site is a breakthrough in the London Out of Home market as this is the only Giant Poster opportunity with full planning permission brought to one of London’s most affluent areas in over 5 years.

Simon Russell from blowUP media comments: “Giant Posters are often utilised by brands to add real scale and impact to a product launch and this great-looking campaign by HTC is a perfect example of that. With the multitude of advertising possibilities available in today’s market combined with the number of campaigns running, it’s essential that any new product launch makes a lasting impression and achieves the necessary cut-through which our format unquestionably delivers.”

Ben Walsh, Head of Marketing, HTC UK & Ireland says: “As our new flagship smartphone - the HTC One M9 – stands out in a crowd due to its premium dual tone all metal finish, we wanted to ensure our campaign stood out too. There’s no better way than high impact Out of Home advertising. After all if we’re inviting people to “stare” at our beautiful new phone, it’s best we give them the best possible opportunity to do it.”