Havas x TCL - 欧洲传播方案

FEBRUARY2020PRACTIVITIESFORTCLEUROPEPRHUBAGENCYPITCH

HAVASPROPOSAL3HavasinanutshellOuranalysisofthecontextWhatisatstakeActingtogether(Methodology)ActionplanBestcasesandreferencesTeamBudgetCONTENTSPROPOSALHAVASINANUTSHELL01PROPOSALWHOWEARE1.1518.7%€2.3Billioninrevenue47%GlobalclientsGrowth20,000People777Offices100Countries6HAVASISPARTOFTHEVIVENDINETWORK7monthlyunique

players170Mtotalindividual

pay-TVsubscriberscumulatedfans

onsocialmedia11Buniqueviewers

eachmonth300M15M8oftheGroup’srevenue50%HAVASPARIS

LEADSAWORLDWIDEREPUTATIONNETWORKSariyah

JalaluddinRuediger

StettinskiElisabetta

KluzerAgataPieharz-UrbasAnadeCastroIngemar

AkessonJohnnyTwileIngalill

SandalMichalVlasakIntheworldaccordingtorevenue371500#10PeopleCountries30Bestinclassagencies#1PRnetworkConsultants,including

15Partners+80ConsumerPR

ExpertsTVnewsstories

aday1,7Mediacontacts

perday+1200+12INFRANCEWEARESPECIALISTSINCORPORATE&CONSUMERPR9WITHANIN-HOUSE

CHINATOUCHAdedicatedtaskforceforallchina-relatedprojects.TheHavasChinaDesk,basedatourheadquartersinParis,isateamoftrilingual(CN/EN/FR)specialistswithmulticulturalbackgroundsthatwasformedin2017toreinforcebusinessdevelopmentforourclientstoandfromtheChinesemarket.LiaisingwithouragenciesinBangkok,Shanghai,andHongKong,theDesksupportsouragenciesinprojectmanagement,internationalcoordination,interculturalrelationshipmanagement,partnershipsandtranslationfor+100clientsandChina-Europeprojects,includingAlibaba,GACMotorandParisAirport.WANCHENCHUNGHeadofChinaDeskLITINGCHENConsultantChinaDeskGALINATODOROVAConsultantChinaDeskXIULINGWANGAssistantChinaDesk1011WITHEXTENSIVEEXPERIENCE……INSUPPORTINGMAJORTECHBRANDS…INPRCONSUMER…ININTERNATIONALCOORDINATIONPROPOSALWEBELIEVEINAUGMENTEDPR1.213CREATIVEBUSINESSMEDIABUSINESSPR,SPORTS&ENTERTAINMENTTCLAUGMENTEDBY

INTEGRATIONLUDOVICHALARYACCOUNTDIRECTORSEBASTIENPOUZETPARTNERALEXANDREPAULEAUSOCIALMEDIAFLORENCEMOIZANASSOCIATEDIRECTORAHAVASCOMMUNITYFORTCL14AUGMENTEDBY

OURCOMMUNITIESANDEXPERTISESENGAGEMENTANDREPUTATIONRetail&commercePEOPLE&DIGITALTransformationCONTENT&EDITORIALInternationalBrandculture&ADVERTISINGSOCIALMEDIA14AUGMENTEDBY

STRATEGYTHECORTEX,ourintegratedstrategicplanninghubmadeofstrategists,fromcreative,media,data,content,innovation.Thelargestresearch&developmentbudgetofanyagencyinFrance.Morerelevant,innovativecreativecontentClient-centricstrategies

toraisebrandimage

andincreasebusinessresultsMoreaccurate

andcompletebrandperspectivesAll-in-oneplace

forseamlessworkTHECORTEXCREATIVEX

MEDIAXDATA16AUGMENTEDBY

CREATIVITYATELIERDEJEAN—LABFABWehaveanin-housestudioforcreation,productionofsocialcontentandexperimentationthatcanbeactivatedbyallouremployees:LeLab/Fab.Theagencysenttothepress

amediakitfollowingpictureconsequencesrules.70Creatives17AUGMENTEDBYCOMMITMENT

PROPOSALOURANALYSISOFTHECONTEXT02PROPOSALGeneralcontextandstrategy022.1OVERALLCONTEXTEuropeconsumerelectronicsindustryissettoreachUSD95.4billionby202495.4BNOfpenetrationinEurope.TelevisionsegmentaccountsforthelargestmarketshareRefrigeratorsmarketshareisgrowingataCAGRof7.2%overtheforecastperiod7.2%58%20YOUARE

EVOLVING

INAPROMISING

MARKET…21CHINESETECH

HASBECOME

HIGHLYCOMPETITIVE…,,

,,

PRESS22,,

,,

PRESS…BUTASIANTECHIMAGESOMETIMESFACESPREJUDICIES23TECHNOLOGY

MAKESPEOPLE

DREAMABOUTTHE

FUTURE…,,

,,

PRESS24…BUTTECHNOLOGY

ISALSO

AMINEFIELD,,

PRESS,,

FOCUSONTHETARGET2.2PUBLICOPINIONINEUROPEISCOMPLEX,DEMANDINGANDFRAGMENTED26WHATSHEEXPECTSOFHERHOMEAPPLIANCE

Doesn’thaveaTVyetassheuseshersmartphoneforsocialmediaandinformationandhercomputertowatchNetflix.Asshesharesaflatwithotheryoungadults,shethinksaboutbuyingaproperTVtowatchmoviesandplayvideogamestogetherbutshecan’taffordpremiumproducts.ExpectsherTVtoeasilyconnecttotheonlineservicessheuses:Netflix,YouTube,AmazonVideo…27LAURA25YEARSOLDEarlier

adoptersoftechnologyMan/Woman,2535,UrbanLEISURE

Playingmusic,boxing,athleticism,listeningtointernationalpopmusic

(andsometimesonvinyls).“Ihaveinterestintech,smartobjectsandgrewupwiththesmartphonetechnology”RESIDENCE

Flatsharinginthecity-centreWORK

MarketingassistantDIGITALUSERLEVEL

DIGITALUSERFREQUENCY

MAXIME28YEARSOLDEfficency

seekerMan/Woman,2545,Peri-urbanLEISURE

Playingfootball,martialarts,video

games,listeningtointernationalpop,hip-hop“Iuseandneedgood-quality

andreliabletechnology

inmyeverydaylife”RESIDENCE

2-bedsflatinasmallcitynear

hisjobWORK

ElectricianWHATHEEXPECTSOFHISHOMEAPPLIANCE

UseshisTVeveryday.Heoftenwatchesmoviesandplaysvideogames.HeboughthisfirstTV,washerandfridgewhenhefirstmovedinandnowhopestoimprovehisequipmentashisincomesgrew.HeexpectshisTVtohaveawidescreenandgoodqualitysoundbutalsotobegoodvalueformoney.DIGITALUSERLEVEL

DIGITALUSERFREQUENCY

ProfilingofEuropeanpotentialtargets28SOPHIE31YEARSOLD

MARRIED,MOTHEROF

A2YEAROLDDAUGHTERFamily

ProtectorsWoman,3045,UrbanLEISURE

Takingcareofoneselfandher

family,listeningtomusic,yoga,travelling,homedecorating“Mypriorityisagoodbalancebetweenfamily,time,andwork”RESIDENCE

3-bedsflat/houseinthesuburbWORK

TeacherWHATSHEEXPECTSOFHERHOMEAPPLIANCE

UsesherTVeveryday.Herhomeappliancefitsherfamilylifeneeds:alargefridge,areliablewasher.Shedoesn’tuseherTVmorethantowatchbasicTVchannelsatnight.Expectsherhomeappliance(washingmachine,fridge)tobeefficient,reliableandtorespecttheenvironment(electricityperformance)DIGITALUSERLEVEL

DIGITALUSERFREQUENCY

CHRISTOPHE47YEARSOLD

MARRIED,FATHEROF2KIDSModernLifeExplorersMan,40

60,UrbanLEISURE

Hosting

friendsfordinnerathome,playingtennis“Itisimportantformeto

ensurecomforttomyfamily

andenjoymyuseof

electronicdevices”RESIDENCE

3-bedsflatinthecity-centreWORK

Insurance

companymanagerWHATHEEXPECTSOFHISHOMEAPPLIANCE

ExpectshisTVtoprovidehimauniqueexperience.Qualitymatters.

Ithastoeasilyconnecttotheonlineservicesheandhisfamilyuses.Expectshishomeappliance(washingmachine,fridge)tobeefficient,and,

ashisinterior,tolookluxurious.DIGITALUSERLEVEL

DIGITALUSERFREQUENCY

ProfilingofEuropeanpotentialtargets29PEOPLEARELOOKINGFORMEANINFULBRANDS55%77%ofconsumersbelievecompanieshaveamoreimportantrolethangovernmentstodayincreatingabetterfuture

prefertobuyfromcompaniesthatsharetheirvaluesSources:Prosumerreport–Themeaningfulshift2018HavasgroupTCLINTHISCONTEXT2.3THEMOREWEKNOWYOU

THEMOREWELIKEYOUTCL,aninnovativebrandTCL,aqualitybrandTCL,anaccessiblebrandTHEMOREWEKNOWYOU

THEMOREWELIKEYOU"Thenamemightnotringabellhere,butTCListhenumberoneTVmanufacturerinaandnumbertwointheworld.""Samsung,LG...andTCL.Thefirsttwonecessarilyringabelltoyou,thelastoneprobablynot."”ThisChinesebrand,isforthemomentlittleknowninFrance–only20%ofawarenessrate."ANDYOUAREPARADOXICALLYBOTH……ANINNOVATIVEBRAND…AVALUE-FOR-MONEYBRANDANDYOUAREPARADOXICALLYBOTH…40YEARS…ARISINGSTAR…ALEGACYBRANDANDYOUAREPARADOXICALLYBOTH……ACHALLENGER…ONEOFTHEBIGGESTTECHPLAYERSWHEREASYOUHAVE

CONSISTENTASSETS36ANINNOVATIVEBRANDALEGITIMATEBRANDANAFFORDABLE,YETQUALITATIVEBRANDACOMPLIANTANDRESPONSIBLEBRANDForalmost40years,TCLhasaccompaniedtheday-to-daylifeofitsclients

withconsumergoods.TCLispositionedonthelateststate-of-the-arttechnologies,suchastheMINILEDtechforTVsets,thepliablesmartphone…TCLofferstoitscustomershighlyqualitativeelectronicproducts

forlowprices.Eversinceitscreation,TCLhasbuilt

productsincompliancewithsecurity

andenvironmentalstandards.PROPOSALWHATISATSTAKE03YOUHAVEGREATNESS

TOBESHARED

WITHTHEMANY38REVEAL&SHARE

YOURGREATNESS39IDENTIFYINGYOURMAINGOALSVISIBILITY&

AWARENESSREADABILITYREASSURANCERaisetheprofileofyourbrandandyourproductsasresponsibleandcompliantGeneratetop-of-mindawarenessforTCL’SinnovationsImproveyourtargetpublics’understandingaboutyourbusinessAsyouplayonahighlycompetitivemarketandyouneedtobeclearlyidentifiedwithregardstoyourcompetitors.Asyouofferalargerangeofproducts,andyouaremostlyidentifiedon“brown”goodsforthetimebeing.

Asyouwillpenetrateanewmarket–the"white"goodsone–thisyearandyouneedtoexplainittoconsumers.AsyouareaChineseplayer,andyouneedtoembodyChineseinnovativetechavoidingthedownsides;Asyouareatechplayer,andthereisnoroomforerroronthisfield;Asconsumptionismassivelychangingandyouneedtostretchoutyourcommunicationmodelstoreachyourtargets.Intermesofcompliance,responsibilityandsustainability.ANAPPROACHBASEDONPEDAGOGYBUILDINGATHREEFOLDCommunicationPLANSEGMENTATION

TACTICSInformandeducatethroughcorpo-consumerstorytellingMakechoicesbetweenyourmostinnovativetechnologies,andleverageoneasaflagshipTellthestoryofyourinnovativeapproachShowcaseTCL’sproductsandtheirconsumerpromiseCreateinterconnexionandconsistencybetweenproductsRelyontestingandaccesstoyourproductsReachyourtargetsthroughoutnewandcreativechannelsShareyourutilityandcontributionAFLAGSHIPSTRATEGYSEGMENTATIONTACTICSPROPOSALACTINGTOGETHER(Becauserevealandconsistencyisalsoamatterofmethodology)04OURCONVICTIONSFORCOORDINATIONWebelieveinPRstrategiesbasedontailor-madepackagesforeachcommunicationmilestonesandtakingintoconsiderationeachmarketbusinessspecificitiesandresourcesWebelieveinafunctioningbasedonacommunityofpracticeWebelieveinempowermentasabasisforinternationalcoordination,combiningalignmentwithGlobalguidelinesandlocalautonomyatthesametimeWebelieveinteamspiritPROPOSALFROMANEFFICIENTPRNETWORKTOAPAN-EUROPEANCOMMUNITYOFPRACTICES4.1TODAYYOUHAVEASTRONGLYEFFICIENTPAN-EUROPEANHUBTCLEuropeanMarketing&CommunicationTeamleadingteamofallEuropeanPRactivitiesHavasteams,coordinatingthelocalPRAgencies+advising,providingPRcontent,designingPREventsattheEuropeanlevel+supportingTCL’sEuropeanMarketingandCommunicationTeamLOCALMARKETINGMANAGERLOCALPRAGENCYLOCALMARKETINGMANAGERLoagencycalLOCALMARKETINGMANAGERLOCALPRAGENCYLOCALMARKETINGMANAGERLOCALPRAGENCYLOCALMARKETINGMANAGERLOCALPRAGENCYLOCALMARKETINGMANAGERLOCALPRAGENCYLOCALMARKETINGMANAGERLOCALPRAGENCYLOCALMARKETINGMANAGERLOCALPRAGENCYTOMORROWWEAIMATTAKINGASTEPFURTHERTOANEMPOWEREDCOMMUNITYOFPRACTICEACBanIMPLEMENTationphaseOfthenewlycreatedcoordinationguidelines,basedonthelisteningphaseoutputaSHARingphaseOfbestpracticesandmeaningfulcontentTOEMPOWERTHECommunityaLISTENingphaseofLOCALTEAMS,toheartheirinsights,constraintsandambitions

Togetherwewillmoveforwardtobuildinga

pan-EuropeanPRcommunitythatwillgaininautonomyandempowerment,andkeepbeingalignedwiththeEuropeancommunicationsstrategyatthesametime.Thisshiftwillbeoperatedinthreephases:47A.WEWILLSTARTTHELISTENINGPHASE……TocollectlocalmarketsoutputandexpectationsintermsofinternationalcoordinationHOW?Bysetting-upaninternalauditofpracticeswithinthepan-EuropeanPRcommunity:-Draftingofatailor-madesurvey;-Organizationofphoneinterviewswitheachlocalmarketing managersandtheirlocalagencytogathertheiroutput.Byformalizinga“FreshEyesReport”toconsolidatefeedbackfrommarketsandtheirlocalagenciesandissuenewcoordinationandcontentguidelinesrecommendation;ByorganizingaworkshopbetweentheEuropeanMarketing&CommunicationteamandHavasteamtovalidatethecoordinationguidelinesproposal.WHEN?Marchof2020WHICHTARGETS?LocalmarketingmanagersLocalPRagenciesLUDOVICHALARYACCOUNTDIRECTORSEBASTIENPOUZETPARTNERALEXANDREPAULEAUSOCIALMEDIAFLORENCEMOIZANASSOCIATEDIRECTORTHEHAVASCOMMUNITYFORTCLTOCONTRIBUTETOTHEAUDITSEQUENCE…BYASKINGSIMPLEQUESTIONS(asanexample)Isthereanybiggestachievementin2019thatyouareproudofintermsofPR?WhicharethemaincontentsandtoolsyouuseonadailybasisinyourPRactivities?Whatareyourmaintargets?Whatkindofcommunicationprocessdoyouhavewiththehub?Whataboutwithyouragency?Howdoyoushareinternalcontents?Couldyoupleaseprovideuswiththetopics/actionsthatareworkingwellintermsofPR,accordingtoyou?Whataboutthepointsthatneedimprovement?Inyouropinion,whatarethemainchallengesthatTCLwillhavetoaddressin2020?Howdoyouplantoaddressthem?WhatarePRresultsyoutarget?Whatwouldyouchangein2020intermsofprocess?IsthereanygoodpracticeintermsofPRthatinspiresyoufortheyeartocome?(fromothermarkets?fromcompetitors?etc.)20192020?4849B.WEWILLCREATE“ACTTOGETHER”MOMENTS……Tofollow-upwithlocalmarketsonongoingactivitiesandinspirethecommunityHOW?Byestablishinga“Follow-upcall”every2weeks,tocatch-uponongoingactivitieswithlocalmarketingmanagersandtheirlocalagenciesandtobriefthemontopicstocome;Byorganizingaquarterly“Foodforthought”visio-conferencewithlocalmarketingmanagerstosharebestpracticesandlocalsuccessstorieswithintheCommunity;Byorganizing“CommunitySpiritSeminar”withlocalmarketingmanagerstonurturetheteamspirit,settheEuropeancommunicationsgoalsandinspirethem.WHEN?“Follow-upcalls”:every2weeks“Foodforthought”visio-conference:June/SeptemberandDecemberof2020“CommunitySpiritSeminar”:Octoberof2020WHICHTARGETS?EuropeanmarketingandcommunicationteamLocalmarketingmanagersLocalPRagencies…startingwithOURfirstYEAROFCOLLABORATION(asanexample)marchAPRIL-JUNEJULY-SEPTOCT-DECInternalauditofthecurrentpracticeoftheCommunity6“Follow-upcalls”witheachlocalteams(localmanager&localagency),every2weekstocatch-uponongoingactivitiesOneannual“CommunitySpiritSeminar”withlocalmarketingmanagerstofeedtheteamspiritandinspirelocalmarketingmanagersOnequarterly“Foodforthought”visio-conferencewithlocalmarketingmanagerstosharebestpracticesandlocalsuccessstoriesOnequarterly“Foodforthought”visio-conferencewithlocalmarketingmanagerstosharebestpracticesandlocalsuccessstoriesOnequarterly“Foodforthought”visio-conferencewithlocalmarketingmanagerstosharebestpracticesandlocalsuccessstories6“Follow-upcalls”witheachlocalteams(localmanager&localagency),every2weekstocatch-uponongoingactivities6“Follow-upcalls”witheachlocalteams(localmanager&localagency),every2weekstocatch-uponongoingactivities5051B.ANDACOMMUNITYTOOLBOX……Toprovideacommonbasisforeasy-to-builcontentproductionHOW?Bycreatingatailor-madetoolboxcontainingread-to-usetemplatedocuments;Byestablishinganonlineandsharedplatform,tohostthetoolboxthatwillbeupdatedonacontinuousbasis.TheplatformcanbebuilteitheronTCL’sinternaltechnologies,orusinganexternalprovidersuchasOneDriveorHavas’Sharepoint.WHEN?StartingMarchof2020WHICHTARGETS?LocalmarketingmanagersLocalPRagencies…CONTAININGREADY-TO-USETEMPLATES(asanexample)BRIEFINGBOOKSTOPREPAREINTERVIEWSANDPRESSMEETINGSPRESSRELEASETEMPLATESTOALIGNEDITORIALGUIDELINESKEYPERFORMANCEINDICATORSTOASSESSPRRESULTSONEACHMARKET5253B.ANDLASTBUTNOTLEAST,WEWILLFORMALISEACRISISPROCEDURE…ToalignpracticeswithintheCommunityanddevelopan“issuemanagement”reflexamongstthemarketsHOW?

Byformalisingareferenceguideforsensitiveandcrisistopicsmanagementwhichcanserveasacommonreferenceframeworkforalllocalmarkets:the“TCLCrisisCommunicationHandbook”.ThehandbookwilltakeintoconsiderationEuropeancultureintermsofcrisismanagement,bybeingalignedwithGlobalTCLCrisisGuidelinesatthesametime;Byrollingoutthe“TCL

CrisisCommunicationHandbook”inalllocalmarketsthroughdedicatedtrainingsessions.WHEN?ApriltoMayof2020WHICHTARGETS?EuropeanmarketingandcommunicationteamLocalmarketingmanagersLocalPRagencies…THANKSTOADAPTEDCRISISCONTENT(asanexample)AREFERENCEDOCUMENTFORCRISISMANAGEMENTATTHEEUROPEANLEVELGOLDENRULESFORPUBLICSPEAKINGINCASEOFCRISESCrisisCommunicationHandbookTCL5455C.WEWILLSHAREMEANINGFULCONTENT…TonourishthecommunitythinkingonthetechindustryandonbestcommunicationpracticesHOW?Byestablishingan“Up-to-Day”weeklynewsletter,ahybriddeliverablewhichwillprovidelocalmarketingmanagerswithinsightsoftheEuropeantechmarket,aswellascommunicationtrendsintheindustry.WHEN?StartingAprilof2020,onaweeklybasisWHICHTARGETS?EuropeanmarketingandcommunicationteamLocalmarketingmanagersLocalPRagencies…suchasthe”techup-to-day”newsletter(ASANEXAMPLE)WEEK56PROPOSALTAILOR-MADECOMMUNICATIONTACTICSFORLOCALTEAMSTOADAPT4.2EACHmARKET,ATALOCALLEVELWILLBEABLETOCHOOSEANADAPTEDPACKAccordingtolocalmarketbusinessprioritiesandavailableresources,eachlocalmarketingmanagerwillhavethepossibilitytochoosebetweendifferentlevelsofPRefforts.BRONZESILVERGOLDSINGLEPACKThebronzepackwillofferthebasicformulaforeachPRactivation,containingapressreleasetobetranslatedinthelocallanguageanddistributedtolocalmediatargets.ThiswillbethecaseforallPRactivations,exceptforglobaleventsmanagedatEuropeanlevel.ThesilverpackwilloffertheintermediateformulaforeachPRactivation,containingmediapitchingguidelinesalongwiththecontentproposedwithinthebronzepack.ThiswillbethecaseforallPRactivations,exceptforglobaleventsmanagedattheEuropeanlevel.ThegoldpackwillofferthefullformulaforeachPRactivation,comprisingthemethodologyforactioningPRideas,aswellasallthecontentproposedinthepriorpackages(bronzeandsilver)ThiswillbethecaseforallPRactivations,exceptforglobaleventsmanagedattheEuropeanlevel.Thesinglepackwillbeproposedincaseofglobalevents,managedatEuropeanlevel.ThiswillbethecaseofIFA,CES…eventPROPOSALACTIONPLAN05ANAPPROACHBASEDONPEDAGOGYBUILDINGATHREEFOLDCommunicationPLANSEGMENTATION

TACTICSInformandeducatethroughcorpo-consumerstorytellingMakechoicesbetweenyourmostinnovativetechnologies,andleverageoneasaflagshipTellthestoryofyourinnovativeapproachShowcaseTCL’sproductsandtheirconsumerpromiseCreateinterconnexionandconsistencybetweenproductsRelyontestingandaccesstoyourproductsReachyourtargetsthroughoutnewandcreativechannelsShareyourutilityandcontributionAFLAGSHIPSTRATEGYSEGMENTATIONTACTICSMUST-HAVE5.1APAN-EUROPEANSTORYBOOK…ToalignthestorytellingaroundTCLHOW?Bydraftingacentralizedmessageplatformwhichwillsetthesceneforallcorporatecommunications;Byadaptingittolocalmarketsspecificities,throughlocalproofpointsadded

inco-creationwithlocalmarketingmanagersandtheirlocalPRagencies.WHEN?MarchtoAprilof2020WHICHTARGETS?LocalmarketingmanagersLocalPRagenciesTCL’sCorporateStoryBookTCL...TofacilitatetheappropriationofmessagesbyEuropeanspokespersonsHOW?Bysettingupatailor-madeprogramforthedifferentidentifiedspeakersataEuropeanlevel;ByequippinglocalmarketingmanagersandtheirlocalPRagenciestostory-traintheirlocalspokespersons.WHEN?April2020WHICHTARGETS?EuropeanspokespersonsAPAN-EUROPEANSTORY-TRAININGPROGRAMHOW?

Byorganizinganofficialopeningofyourshowroom*onyourlocalmarketwithAninaugurationceremonyApressconferencetodeliverkeymessagesAcocktaildinnerByalsoextendingthiseventandgivingaccesstotheshowroomduringawholeweekaftertheevent.Thisway:

Journalistsandbloggerswillbeabletodiscovertheshowroomwhilehavingprivilegedone-to-onewithspeakers.

TVandradiocancomeforshooting,duringtheweek.

WHEN?Firstsemesterof2020toprepareIFA.Itcanhappenonceinayeartoshowcase"brown"and"white"goodsfromallyourrangeandgivetheopportunitytoyourtargetstoexperimentconcretelythebrand.

WHICHTARGETS?LifestylejournalistsLifestylebloggersTechreporters

Techbloggers*Iflocalmarketsdonothavethepossibilitytorentashowroom,thereisstilltheoptiontorentanapartmentforoneweek64…TorevealthebrandanditsconnectedenvironmenttodiscloseittothegeneralpublicANEXPERIENTIALANDFLAGSHIPSHOWROOMWithoutMINILEDWithMINILEDACTIONABLEPRIDEAS5.2OURCONVICTIONSFORACTIONABLEPRIDEASWebelieveinPRideasthatcanbeeasilyadaptedanddeployedonlocalmarketsWebelieveincreativeideastogivesignificantresonanceandalsocontenttothemedia(“PR-able”ideas)WebelieveinPRactivationsthatconnectyour“brown”and“white”goodsbrandsandcreateconsistency,attheserviceofthecorpo-consumerTCLbrandWebelieveinPRideasandactionsthatputproductsattheirheartCorporatemessagesdrivesales.Productscontributetoreputation.WEWILLaddressjournalistsasASIFTHEYWERETHEGENERALPUBLICANDASOURMAINTARGETSAsyourgeneralpublictargetiswideanddiverse,we’lladdressseveralcategories

ofmediatarget:Journalistscovering“brown”and“white”goodsforprofessional,specialized

andbusinessmedia.Journalistscoveringhightechtopicsforpressagencies,specialized,business,

anddaily(press,radio,TV)media.Journalistscoveringhightechtopicsforlaypublicmedia(asdesign,interiordecorating,

menandwomenlifestyle).JournalistscoveringmultimediatopicsforradioandTV.Journalistscoveringhomeapplianceandfurnituretopicsformagazines

anddailies(press,radio,TV)media.Bloggerscoveringtech,hightech,home/interior,decorating,lifestyle.HOMEGREATHOMEPRACTIVITYTOACCOMPANYTHEWHITEGOODSNEWLYLAUNCHEDACTIONABLEPRIDEA“Hack”MudDay(mudrace)toshowcasetheconsumerpromiseofyourfreshlyarrivedonthemarketwashingmachine.TCLwillcommissionarunnertoattendtheracebywearingbrightwhiteclothesduringtherace.Ofcourse,theclotheswhichwon’tkeeptheirwhitenessforlong…Rightbeforethefinishline,theTCLrunnerwillreplacehisclotheswithbrandnewwhiteclothesshowcasingTCL’swashersefficiency.AsiftheyhavebeenwashedwithTCL’swashingmachine

HOW?ByhackingageneralpubliclifestyleeventtoraiseawarenessaroundyourwashingmachineBybringingtheproductclosertoconsumersandshowcasingitoutsideyourshowroomWHEN?Juneof2020WHICHTARGETS?LifestylereportersSportreportersetinfluencersLifestylebloggers…TocreatecommunicationmomentumaroundTCL’snewwashingmachineanddisseminatemessagesaroundTCL’s"white"goodsrangeatlargeCLEANTHEMUDDAYVISIBILITY&AWARENESSREADABILITYREASSURANCE👉tobecoordinatedwithPICK&CHOOSEYOUROWNPRPACKBRONZESILVERGOLDDistributionofapresskitpresentingTCL’s“white”goodstoconsumerandretailmedia.DistributionofapresskitpresentingTCL’s“white”goodstoconsumerandretailmedia.Invitationoflifestylemedia/bloggerstoattendtofollowtheTCLrunneronownedsocialmediachannel,throughamediaalert.Actioningofthe“CleanMudDay”PRidesGuidelinesforrecruitingtherunnerGuidelinesforpartnershipdealingInvitationoflifestylemedia/bloggerstoattendtheraceandfollowtheTCLrunnerInvolvejournalistsandinfluencerstoparticipateintherun(incoordinationwithSocialyseteam)ACTIONABLEPRIDEAOrganizea“FoamParty”formediareportersandinfluencersandprovideacreativeandtrendyexperiencearoundTCL’s"white"goodsfreshlyarrivingontheEuropeanmarket.ThefoamwillcomeoutofTCLwashers.Ofcoursewhitegoodwillbeavailableforindividualtest.FoodanddrinkswillbeaccessibleinTCL’srefrigerators.MusicwillbeplayedwithTCL’ssoundsystems.Messagesaboutfoamquantitywithouttoomuchwashingpowder.AndvideoswillbeprojectedonTCL’sTVscreens.Theobjectiveofthisset-upistoputTCL’sproductsatthecentreoftheeventandtoshowcasethem.Everymarketwillbeabletochoosethevenueoftheparty.InFranceforinstance,the“FoamParty”couldbeorganizedattheMolitorPool.

HOW?Byorganizingacreativeandout-of-the-boxPRactivationfortheofficiallaunchofthe“white”goodsproductsByconnecting“white”&“brown”goodsbrandsbetweenthemforanintegratedexperienceWHEN?Mayof2020WHICHTARGETS?InteriordecorationandlifestylereportersTechreportersInteriordecorationandlifestylebloggers

Influencers(tobecoordinatedwithSocialyse)…ToraisetheprofileofthebrandandshowcaseitslifestylepositioningANDTosupportcorporatepositioningandsocietalcommitmentthroughthisPRconsumeractivationTCL’SFOAMPARTYVISIBILITY&AWARENESSREADABILITYREASSURANCE👉TheeventtobecoordinatedwithPICK&CHOOSEYOUROWNPRPACKBRONZESILVERGOLDDistributionofapressreleaseannouncingthewashingmachinelaunchtoconsumerandretailmedia.DistributionofapresskitwithgeneralinformationaboutTCL’s“white”goodsrangeofproducts.Distributionofapressreleaseannouncingthewashingmachinelaunchtoconsumerandretailmedia.DistributionofapresskitwithgeneralinformationaboutTCL’s“white”goodsra