Taiwanese smartphone vendor HTC has ramped up its efforts to become a household name with the launch of its first global advertising campaign. The YOU campaign is being rolled out across 20 countries in the coming weeks and features the tagline: “You don’t need to get a phone. You need a phone that gets you.” A statement from HTC noted that the YOU campaign “is focused on driving broad, global visibility and understanding of HTC’s unique brand promise – that it’s all about YOU, the consumer, and in fact not the device.” The campaign will target television, print, outdoor and online media. No details were announced on the cost of the campaign.

HTC’s investment is significant as the company is one of the fastest-growing mobile outfits and has proven itself as an early adopter of new technologies (such as Google’s Android platform and Spotify’s mobile music service), but is not well established in the eyes of the consumer. HTC supports both Android and Windows Mobile operating systems, meaning that unlike smartphone rivals RIM and Apple it can offer a broad portfolio of devices. HTC started life in the mobile market by making ‘white-label,’ operator-branded devices for carriers.