Wednesday, 7 December 2011

TCL Corporation – creative online Chinese marketing campaign for one of China’s top TV brands

Brief:
  • The TCL Corporation is a one of China’s largest electronics manufacturers. The company is headquartered in Huizhou, Guangdong Province, southern China.
  • The three listed companies of the TCL groups are TCL Corporation (SZ.000100) on the Shenzhen Stock Exchange, and TCL Multimedia Technology Holdings, Ltd. (HK.1070), TCL Communication Technology Holdings, Ltd. (HK.2618) on the Hong Kong Exchange.
  • In mid-2007 the company launched its new LCD television. Newland UK through its sister company Trends, was engaged to plan and implement a marketing campaign for the new product launch.
  • The brief was for a three month online marketing campaign that set the TCL product aside from its competitors.
Challenge:
Online and interactive media is a popular marketing tool in China, particularly in the home and white good sector, meaning stiff competition for TCL. Furthermore, in such a busy market place a major challenge was to differentiate the TCL product from others. For a very standard home appliance this was a quite a challenge.
What we Delivered:
We developed an online media campaign with a difference. We created a series of humorous short films promoting the product which were then broadcast on the most popular Chinese streaming portals such as Youku and Tudo. This series short films depicted humorous scenes in normal Chinese family life that all households could relate to.
As part of this major online campaign we engaged with a number of well known Chinese stars who endorsed the product by broadcasting the series of short films on their blogs and networks – this in itself hundreds of thousands of potential consumers.
Results:
In total our video streaming marketing campaign reached over 3 million viewers China-wide. This served to overcome the challenges intrinsic to marketing products in a busy market place such as this and successfully differentiated TCL from its competitors.
Thanks to this strong and original marketing campaign, TCL LCD TV sales for 2008 reached more than 3.5 million – an increase of 239%.

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