TCL Mobile

TCL are recognised globally as a manufacturer of televisions and audio equipment, however in 2018 I was asked to help create, define and launch a brand-new offering – TCL Mobile. TCL had always made excellent displays for the home, now they were stepping out into the world to display their own greatness – and empowering their audience of budget-conscious millennials to do the same.

DISPLAY GREATNESS became our consumer promise:

TCL will always deliver the highest quality display technology

DISPLAY GREATNESS became our brand philosophy:

TCL is dedicated to empowering and elevating the greatest moments in the lives of our audience

DISPLAY GREATNESS became our audience’s mantra:

To embrace their own unique skills, passions and experiences and display them to the world

But most importantly, DISPLAY GREATNESS became an organising thought for the company – something instantly ‘gettable’ that every member of the organisation could rally around and use to measure and judge all ideas and executions.

We launched TCL Mobile with a powerful brand idea at IFA 2019, with a gala keynote that garnered rapturous notices in both the tech and global press. Since then, DISPLAY GREATNESS has transitioned from a purely mobile proposition to an integrated brand asset across TCL’s full range of TV products, partnerships and subsequent devices. TCL managed to display their greatness by creating space for the audience to display theirs.

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