TCL & MISSION:IMPOSSIBLE CO-BRANDING DIGITAL MARKETING

TitleTCL & MISSION:IMPOSSIBLE CO-BRANDING DIGITAL MARKETING
BrandTCL CORPORATION
Product / ServiceFULL EXPERIENCED CAMPAIGN
CategoryA09. Use of Digital and/or Social
EntrantAMBER COMMUNICATIONS Shanghai, CHINA
Idea Creation AMBER COMMUNICATIONS Beijing, CHINA

Credits

Name Company Position
Nan Xu Amber Communication Senior Account Manager

The Campaign

We hope to bind the agent element of the film, to launch an agent event in consumers’ real life, and to let consumers experience a full experienced and entertaining campaign.

Creative Execution

2015.9.4 HTML5 site releasing. We used HTML5 sites to realize room escape, and we designed a lot of interactive sessions, consumers could get the game rules just like 007 in the movie. At the same time, products could be seen in the HTML5 sites, interactive and interesting. 2015.9.11 Key opinion leader According to the different nature of different key opinion leaders, we created several distinctive contents. In those contents, we firmly grasp the agent element, further strengthening the agent atmosphere. 2015.9.15 kidnapping video White-collar workers kidnapping video, famous star kidnapping video, TCL building attacking video, three viral video attracted more and more consumers. 2015.9.19 offline interactive experience After the TCL building attacking, offline interactive experience were executed in Huizhou?Shanghai?Beijing and Shenzhen, once again set off a wave of promotion. Following dissemination Reporting this campaign by professional medium, further enhance the influence of the campaign.

HTML sites: 740,000 views Kidnapping video: 15,000,000 views KOL content: 54,000 forwarding and comments

Not just for this campaign came from the film sponsorship rights, but also because we found a new direction to spread appeal of the brand? TCL fully exploited the agent IP from the Mission Impossible 5, and carried a lot of elements?scenes of the film to the real campaign by several different means. As a result, we not only established a close relationship between “Mission Impossible 5” and TCL brand, but also allowed consumers to closely involved in this campaign in a more experienced and entertaining way.

From <Mission Impossible> to <Mission Impossible: Rogue Nation>, after nearly 20 years, <Mission Impossible> series maintained a strong vitality, and we think the personal heroism is a very important factor. And to support the personal heroism, the movie shows us a complicated agent task and magnificent movie scene. As to our target audience: the young, they all have curious and daring nature, so if we can bring the movie plot into real life, this campaign must be successful. During the promotion, we continue to create suspense. To realize a full experienced campaign, we used HTML5 sites and online video which we could realize what we want, so we could strength the sense of audience participation. At the same time, we released content through key opinion leaders of Weibo and WeChat. Through the above several ways, our promotion got a good result during the movie releasing.