Matrix PR dials it right for Tecno Mobile UAE launch of Camon CM
Tecno Mobile needed to make its presence felt in the United Arab Emirates (UAE) - a vibrant but highly competitive smartphone market.
UAE was a strategic market for Tecno owing to its consumers’ growing demand for smart devices.
The launch of Tecno’s newest device Tecno Camon CM. Its flagship frameless smartphone was the ideal platform to grab the attention of our target audiences.
Build a bond between the media and Tecno mobiles
Craft a unique identity for Tecno in one of the most competitive smartphone markets in the region - the UAE
Position Tecno as a pioneer in the frameless smartphone category
Target multiple audiences through multiple media and publications
Too many players in the smartphone market
Most media had no knowledge about Tecno
Creating a distinct identity in the audience’s minds about another smartphone
There was no separate category for frameless mobile phone screens
There was a market for an economical mobile phone in the region, especially with the audiences from the Indian subcontinent
They were also the technology partners for Manchester City Football Club
Since the UAE consumer and the media were already overwhelmed with messages from other brands, the agency needed an effective communication strategy to rise above the noise and reach the target audience.
The strategy included:
Get the media to experience the brand first-hand to test its flagship features like the frameless screen
Link the Tecno brand with Jumbo Electronics and highlight its strong distribution network
Generate creative media reviews through journalists and influencers to enhance the brand image
Associate the brand with Manchester City Football Club with had a huge following in the region
Associations with Man City & Jumbo
Every media was given a first-hand experience and were given the Tecno mobiles to experience the brand. Media from the subcontinent including the regional language media were given access and content in their own languages.
The association with Manchester City and Jumbo Electronics was highlighted and the focus on the frameless category helped gain a distinct identity.
The agency tapped popular influencers and media who engaged with the new phone extensively and tried out its new features. Creative reviews including ones in the form of songs and lyrics gave the brand a lot of buzz.
The campaign generated over 1 million impressions and resonated extremely well with the UAE target audiences
Over 40 English, Arabia and South Indian media attended the event and engaged with the brand and spokespersons
The brand and the new model got good reviews including creative ones such as a song sequence.
The link to Manchester City was strong in the region and reflected in subsequent campaigns including the Abu Dhabi Cup