To successfully build brand awareness and gain a strong millennial following in competition with other smartphone brands.
Hylink created the word “ono” for TCL mobile phones, which sounds like “Oh no!” to reflect the inner minds of young people with wild and free hearts.
We had popstar JiKeJunYi (吉克隽逸), known for her eccentric personality, light up the campaign on Weibo.
Users created individual ono graffiti to share on Wechat. The more unique the art, the faster it went viral.
We developed campaigns for two festivals. We held an event specifically on May 20th because 5/20 sounds like “I love you” in the Chinese language. At the event, the hosts said ono to couples by breaking the Mandarin duck, the traditional symbol of loving couples. Later, the team delivered the message: “Wild at heart.” We called the second event, Wild Child Exam, which tested millennials levels of “wild”.
We crafted an O2O campaign that drove traffic to all the TCL campaign platforms and ultimately to an offline experience.