The Campaign

Growing and expanding along with China’s growth and expansion, TCL has gradually developed from a tiny cassette factory to a consumer electronics conglomerate on a global scale. The company has witnessed China’s transition from “Made in China” to “Created in China”, To celebrate TCL’s 30th anniversary, we designed an integrated public relations strategy to bring the corporate campaign to an industrial level by comparing TCL’s 30-year achievements with the current economic situation as well as with the concerns of Chinese society. After studying TCL’s history over the past 30 years, we realized that there is a real human interest story with TCL that mirrors that of the Chinese people themselves. TCL and China’s Reform and Opening Up share the same time period of history, so along with the public, they share a common past and a common view of the future. We successfully connect the relationship of TCL’s development and country’s development with the real concerns of Chinese society as a whole. With our efforts, the public can see how China’s rapid growth and expansion has occurred by studying success stories like TCL and the campaign has also pointed out that TCL is a tangible example for the public as an outstanding representation of China’s sustained economic growth.

The Brief

To plan and organize a company’s anniversary celebration in a manner that will draw attention and interest from the public at large rather than just being an internal celebration within the company. Establish a long-term relationship with the government through the showcasing of TCL’s 30 years of fruitful and sustained development. Elevate the public’s awareness and perception of TCL as a successful international pioneer and solid example of effective business practices for other Chinese companies to emulate. Enhance the fortitude of the company’s workforce and strengthen their loyalty and sense of belonging in order to bring about a bright future by creating a centennial national enterprise of China.

Results

1. 20 KOLs proactively delivered positive comments in key publications to show support and to give their congratulations to TCL. 2. More than 10 top business magazines such as China Entrepreneur, Business Value, issued special editions and featured articles for the 30th anniversary of TCL. 3. New Media Communication According to statistics provided by CNTV, over 29.07 million people viewed the featured video and 60,900 people commented on it. Another famous website Sina.com established a column which viewed by 1.98 million people. Moreover, TCL Corporation Sina Weibo was popular with the public and over 19.000 people re-tweeted it. 4. TCL won the award for China’s Top 10 Electronics Brands in Silicon Valley hosted by IDG.

Execution

- 1 Letter to the Deputy Premier: a letter to Deputy Premier Zeng Peiyan and we successfully got his approval and support. - 1 Seminar - Global Competiveness of Chinese Enterprise: a grand seminar at the Great Hall of the People, Beijing. Inviting key opinion leaders to get together discussing China’s economic future. - 1 Book - Study TCL’s corporate history: a book published after the event to summarize its successful practice and set a good example for other Chinese companies. - 3 Celebrations: Beijing Celebration: TCL Corporation’s 30th Anniversary Celebration Party “Chasing Dreams” was held at the Great Hall of the People. Guests including several imperative government officials from the state council of China were invited. Huizhou Celebration: As the birthplace of TCL, Huizhou means a lot to the company. The local government officials and local media were invited. Global partners’ conference: Over 1,000 representatives from over 60 countries around the world attended it.

The Situation

2011 marks the 30th anniversary of the founding of TCL, a year when both the multimedia and communication business of TCL accomplish outstanding achievements. With its innovation and expansion overseas, TCL has set a positive example for other Chinese companies. As Chinese enterprises have gained enough confidence to compete with its international rivals, TCL intended to promote the brand image of innovation and resourcefulness. This plan was built upon the success of 2010, by taking their dedicated efforts of global expansion to next level to reach a wider audience than ever before.

The Strategy

- Highlight the shared past: TCL’s growth over the past 30 years is a mirror of China’s growth since China’s Reform and opening up policy was instituted. - Emphasize the common future perspective: The strategies for the future growth of companies like TCL and the strategies for the future growth of China are identical and co-dependent - We help TCL to spotlight the brand of TCL’s key attributes and position it as a powerful international pioneer and a centennial national enterprise of China. Instead of imposing the company’s agenda on the public, we tactically weave its 30-year achievements into the improvement of China’s industry and kick a corporate event into gear with the public concerns with its own experience. - With an intensive marketing and PR campaign consisting of high level seminars and celebrations, a brand image of a socially responsible Chinese enterprise with aspirating ambitions is reinforced among the public.