Brand awareness and performance. All of it with joy in our stride.
TCL Brand awareness y performance. Todo eso, con alegría en las piernas.
Brand awareness y performance. Todo eso, con alegría en las piernas.
Competing for territory in Brazil is no easy task — even for global giants. And it was with this challenge in mind that TCL, the world’s second best-selling TV brand, called on the F2F team.
We needed a strategy that would bring consistency to the brand, demonstrate that TCL offers much more than televisions, and connect seamlessly with its major sponsorships, such as CONMEBOL Libertadores, CBF, and Call of Duty: Modern Warfare III.
To bring all these elements together, we went back to the drawing board, defined a tactical game plan, and took the campaign “With TCL, the game goes further” onto the field.
We built a strong visual and verbal identity that unfolded throughout the year across multiple touchpoints. The strategy included media campaigns for major product launches (C855 Mini-LED TV and T-Pro Inverter Line); key retail moments such as Black Friday; segmented events like FEBRAVA, BGS, and Eletrolar; and sponsorship activations in tournaments such as the FIFA Women’s World Cup, CONMEBOL Libertadores, and the Men’s U-20 World Cup.
All of this was supported by an always-on approach that continuously strengthened the connection with consumers, driving a 150% increase in the follower base.
In a campaign of this scale, results were bound to impress. Beyond strong gains in media coverage, reach, engagement, and brand perception, TCL ranked #1 in searches for home appliances and ventilation and became the second most searched TV brand during Black Friday.