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Industry Household maintenance & pet products
Media Promo & PR, Case study
Market China
Agency Fleishman Hillard
Released January 2012

Credits & Description

Category: Corporate Communication
Advertiser: TCL
Senior Partner/President (China): Li Hong (Fleishman-Hillard)
Vice President: Zou Zhong (Fleishman-Hillard)
Media placement: Corporate Event - CNTV, - 8 September 2011
Media placement: Internal Communication - China Entrepreneur, Business Value - 28 September 2011
Media placement: Foreign Media Communication - Forbes Asian,South China Morning Post - 12 October 2011
Media placement: Corporate Communication - Business Times,Southern People Weekly - 5 January 2012

Summary of 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 the 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 of the outstanding representation of China’s sustained economic growth.

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 the next level to reach a wider audience than ever before.

The Goal
To 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 for China.

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.

Emphasise 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 TCL brand’s key attributes and position it as a powerful international pioneer and a centennial, national enterprise for 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 combining the public's concerns with its own experience.

With an intensive marketing and PR campaign consisting of high-level seminars and celebrations, the brand image of a socially responsible Chinese enterprise with aspirating ambitions is reinforced among the public.

1 letter to the Deputy Premier
A letter to Deputy Premier, Zeng Peiyan, whereby 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, where key opinion-leaders were invited to get together and discuss 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 included several imperative government officials from the state council of China.
- Huizhou Celebration: As the birthplace of TCL, Huizhou means a lot to the company. Local government officials and local media were invited.
- Global partners’ conference: Over 1,000 representatives from over 60 countries around the world attended it.

Documented 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 and 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 29.07m people viewed the featured video and 60,900 people commented on it. Another famous website,, established a column which was viewed by 1.98m 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.