Case Study: TCL achieves mobile entertainment leadership with Fearlessly Frank

TCL drives over $65m in attributed revenue with Fearlessly Frank

The customer TCL, a leading global manufacturer of display and mobile devices, faced the challenge of launching a new smartphone into a saturated market dominated by competitors who all competed on technical features and price. The vendor Fearlessly Frank was engaged to provide brand strategy, proposition, and messaging services to help TCL avoid launching just another Android phone.

Fearlessly Frank repositioned TCL Mobile as the world's first mobile entertainment system, shifting the focus from telecommunications to entertainment. This new "DISPLAY GREATNESS" philosophy moved the brand out of direct comparison with competitors and into a category it could own. The campaign was the most successful in TCL's history, generating over $51 million in ad value and driving more than $65 million in attributed revenue, leading TCL to adopt the platform across its entire masterbrand.

TCL