Global Consumer Electronics Branding & Design
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Due to our extensive background in the consumer electronics space, China’s #1 TV brand, TCL – The Creative Life – approached Magnetic to help brand and launch their products in North America. This project quickly developed into a full-scale global campaign launch.
WHAT WE DID
- Mobile & Tablet
- Social Media
- Video Production
- Traditional Media
Standing out in a Saturated market
After a review of the competitive landscape and based on our experience in this space over the last 10 years, we concluded that most HDTV brands had a very similar look and feel. In order to make TCL memorable and put them in a position for success, we took a step back to discover the true essence of the brand. TCL was an unknown brand in North America, so we made a decision to embrace their name as The Creative Life in an effort to raise brand awareness by building consumer trust and creating an emotional connection that would resonate with consumers. We developed a visually vibrant campaign that is based on how consumers engage content differently and individually. "Color Your World" captures the spirit of everyone's unique personality, what you watch and how you choose to watch it. Simple, Colorful, Empowering.
Creating Box Office Images for the Big Screen
The stark reality of the situation is that TVs are just black boxes that sit on a wall. They only come to life when we turn them on. Movies, sports and reality shows are not only a means of entertainment, but also serve as a necessary outlet for escaping the rigors of everyday life. Our concept was to create an original series of box office images worthy of the big screen - adventure, action, sci-fi, and drama. We photographed and composited images for each series of TCL’s HDTV product lines. Everything was concepted and developed in-house on a limited budget. The approach yielded the desired result of producing engaging, one-of-a-kind, high definition scenes that brought the screens to life. TCL supported the box office effort by securing rights to IronMan 3 and The TCL Chinese Theater.
Building an Online Presence
As a newcomer to the North American CE market, it was imperative that TCL built an engaging experience online. Using a multi-screen approach, we developed a fully responsive site where consumers could interact with the brand and products in store, at home or on the go.
In a market character by an increasing desire to go mobile, consumers are frequently embracing their smartphone to research & purchase products. 78% of users access their phone while shopping in retail. Our strategy with TCL was to harness this user behavior by creating a unique mobile sales experience. We developed an intuitive sales funnel for consumers putting everything at their fingertips - product images, tech specs, reviews, links to social and videos. Introducing the "virtual sales assistant" - an innovative new dynamic that makes it easier for customers to make informed purchase decisions.
And Then It All Went Global
Color Your World Resonates Globally for TCL
The CYW brand strategy was presented to the TCL executive team in China, and they fell in love with the concept. In fact, they admired our conception of their brand to such a degree that they decided to launch it across the entirety of their global markets. "This is the most innovative campaign we've ever seen for TCL." said Executive Chairman QC. Color Your World was introduced at CES and launched in all markets globally in 2013. Leveraging our experience and track record in Consumer Electronics, this was our 2nd large scale successful rollout of a major international brand into North America and beyond.
Brand Video Storyboards
TCL Brand Video
In prep for launching the new Color Your World campaign, we developed a brand video for the CES show. This video Included storyboard, script and production of a spot for CES, the largest Consumer Electronics trade show in the world. Overall, the goal was to showcase the new Color Your World brand and TCL's new products in the 2013 line.