As part of a vanity sponsorship by senior management, there was no apparent link between HTC’s brand proposition “Quietly Brilliant” and the team they sponsored.


  • 26,000 periscopes were distributed throughout the activity's duration.
  • When asked, 50% of spectators said HTC had enhanced their race-going experience
  • 52% of spectators said that they would recommend an HTC phone to their friend






Create moments of quiet brilliance for the cycling fan watching races across Europe. A touring unit that allows cycling fans to charge their phones by pedaling official Team HTC-Columbia race bikes attached to a generator. The trailer made its debut at London’s Smithfield Nocturne before touring the summer’s biggest races, including the Tour de France, the Tour of Poland and the Vattenfall Cyclassics in Hamburg. All activity was supported by the HTC Technical Team who were on hand to demonstrate the new Desire handset to race goers. Alongside the trailer branded periscopes were dispensed at each race to give spectators the best possible view (and provide HTC with a great presence in media coverage).