Running across the Europe throughout the summer an integrated, football-themed campaign called ‘Display Greatness’ by TCL Electronics leveraged UEFA Euro 2020 and featured some of the tournament’s star players.
Launched ahead of Europe’s showpiece sporting event after a year of delays and cancellations due to the pandemic, this is a blended brand and product communication programme spanning multiple channels ranging from television commercials to Twitch streams.
Running from May through July, agency BETC created the campaign in harness with director Stephen Cafiero, while media was handled by Havas International Paris.
The work promotes a range of products (from TVs and 5G phones, to immersive sound systems) and features a strong team of player ambassadors led by Paul Pogba (France), Saúl Ñíguez (Spain), Krzysztof Piątek (Poland), Harry Kane (England), Gianluigi Donnarumma (Italy) and Marco Reus (Germany).
Hubbed around a ‘TCL Team’ microsite, one key pillar of the pan-European campaign is a TV commercial launched on 4 June promoting the brand’s new C825 MiniLED TV which shows how sport is dramatized by MiniLED technology as ‘Every Detail Matters’.
The creative tone is comic and embraces absurdity by imagining what would happen if a Video Assisted Referee was to be thrown off by the exceptionally unlucky placement of a light projector. The message is that even in this scenario, one thing remains clear: in the brightest lights or in the darkest scenes TCL MiniLED technology means that ‘Every Detail Matters’.
The spot, which blends football and comedy, runs across TV and online in several European countries – beginning in France.
The Twitch strand of the campaign showcases the brand’s gaming and connectivity features and pairs TCL’s six soccer ambassadors with six popular Twitch streamers (Bruce Grannec, Jack ‘Pie’ McDermott, Peereira7, Kubx, Justees and AmarTV) in a #DisplayGreatnessChallenge organized by Havas Media and Havas Sports & Entertainment.
A further pillar of the campaign is a social content series which includes in-depth interviews and posts with TCL’s player ambassadors which explore the details that define talent and greatness and range from early football memories to movie nights with the family.
The campaign was created for TCL’s management and marketing team (which included Patrick Boudinski, Frédéric Langin, Antoine Salomé, Roksana Klitkowska and Vanessa Bracq), by BETC.
The agency team included Agency Management Valérie Dhotel Frances, Ludovic Halary and Alexia Mache, Chief Creative Officer Stéphane Xiberras, Creative Director Éric Astorgue, Art Director Steven Poindron, Copywriter Antoine Lenoble, Traffic Manager Élodie Diana and TV Producer David Brakha, with production by General Pop and Director Stephen Cafiero, plus post production also by General Pop and sound handled by Gum and Green United Music.
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