TCL enters the mobile market with its own brand and campaign

Consumer electronics company TCL has made mobile devices for other companies for years, but the TV manufacturer is now getting into the mobile industry under its own name. It’s hired consultancy Fearlessly Frank to help it launch its global mobile brand and campaign.

TCL and Fearlessly Frank are introducing the brand with a campaign, ‘Display Greatness,’ to complement TCL’s consumer electronics product range.

TCL states that it is the second largest TV manufacturer in the world. For nearly 20 years, the company has manufactured and distributed mobile devices around the world, mostly under the Alcatel brand and more recently the BlackBerry and Palm brands. With the introduction of the TCL Plex, TCL Mobile enters the smartphone market under its own brand.

‘Display Greatness’ is a philosophy and a call-to-action for consumers to share what makes them great and inspiring to others. The campaign features a diverse range of human stories – in the hero film, we see a professional pianist practicing and performing to a wowed audience, a woman studying for her degree, a boxer training for a fight and a hiker seeking the top of the mountain. As all complete their quests, they are framed in a display on the TCL Plex.

Ben Little, founder and director, Fearlessly Frank commented: “TCL’s heritage and expertise as a global technology manufacturer and pioneer of home entertainment gives them a unique perspective on the world of mobile. We’re honoured to have worked alongside TCL to create a standout smartphone brand that not only delivers something fresh and relevant, but also makes the most of TCL’s three decades of experience in display and entertainment technology.”

Stefan Streit, general manager global marketing, TCL Communications, added: “The focus of this campaign, and TCL Mobile in general, is weighted more towards display than the more usual ‘capture’ messaging adopted by competitor brands. This is because TCL believes that it is through not just capturing, but celebrating and sharing moments of personal greatness, that you unlock their true power, which is to inspire others. Fearlessly Frank identified this and helped us translate it into a unique vision.”

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