Background: Targeted at the "Geek Expressionists" – a segment seeking ways to express themselves and their creative capabilities, and who trust peers over celebrities – HTC partnered with Catalog magazine to create the May 2012 issue using its One X phone. Using real people as advocates of the phone's features and giving them a tangible platform to showcase their talents, we invited a creative crew – from fashion designer to DJ – to come onboard and craft their respective sections alongside us. 

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Execution: Via our social platforms and EDM base, we sent out a call to arms and gathered a team of creatives:  Bag designer Ling Wu to create the magazine cover; fashion photographer Fadli Rahman to shoot the fashion spread; illustrator Nataliette Tan to lend her sketches to the fashion spread and then some; fashion stylist Liyana Meer to style the spread; fashion designer Rayson Tan to showcase a step-by-step earring customisation tutorial; DJ Kavan Spruyt to create a mixtape; amongst others. The print magazine was redesigned into a smaller size for portability, and made available as a digital version, while sections of the creatives' works were posted on their individual social channels. 

 

Results: 30,000 copies of this special edition issue were snapped up and according to the client, publicity generated via Catalog accounted for up to 15%. The "Making Of" video garnered >4.6K views, while the mixtape attracted almost 4K downloads. We also achieved a total of <15K likes on Facebook for this collaboration, propelling HTC Singapore's Facebook page to the #1 spot for the month of May 2012, as reported by Socialbakers. 

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