With four of the world’s top football players - Phil Foden (England), Raphaël Varane (France), Pedri (Spain) and Rodrygo (Brazil) on board as brand ambassadors, TCL aimed to kick off a campaign in its key European markets including the United Kingdom, France, Spain, Germany, Italy, Poland, and Czech Republic with the primary objective of inspiring fans to pursue greatness in their own lives alongside promoting TCL’s brand slogan, marketing messaging and home appliance product range.

As the only sports media group that covers all 50 markets in Europe, Eurosport’s highly engaged audience is synonymous with the world’s biggest football events with a high penetration rate of football fans in TCL's key markets. Addressing TCL's brief and combined with its own world-class creative content capabilities, Eurosport developed a bespoke set of promotional resources across all media platforms for TCL, including:

- Linear: Through the distribution of TCL’s TV commercial in seven key markets and the pan-European region, ambush marketing was carried out by utilising the characteristics of high compatibility between prime-time sports news, Winter Sports events, and football fans during the football tournament on Eurosport 1 and Eurosport 2.

- Digital: The advertising campaign was also delivered through PC, Tablet, mobile and app in the seven target markets through premium ad resources including a Eurosport.com homepage takeover on matchdays, banners on the textual match live stream, pre-roll video ads on tournament-related videos, in-reads ads on the tournament and across related editorial articles which launched across the full range of Eurosport’s digital platforms.

- Social media: Leveraging Eurosport's huge loyal fan base on Facebook and Instagram to implant TCL's logo and slogan into the key visual of the results of the football matches of the relevant national teams, effectively linking fans in the UK, France, Germany, Italy and Spain. TCL's brand slogan gradually gained popularity while the fans were engaging in debate around matches.

The Warner Bros. Discovery team in China communicated seamlessly in real time with TCL to effectively adjust the resources, regions and dates according to the progress of the tournament at scale, to ensure the project achieved maximum exposure, clicks and interactions possible throughout every game. 

The campaign far exceeded TCL’s objectives and successfully offered mass exposure and awareness of TCL, its brand slogan and its product range in key international markets.

“It has been a wonderful collaboration with Eurosport to enhance our marketing awareness in Europe. We are happy to have found the right partner,” said Wei Xiao, Marketing Director of TCL Overseas Business Group.     

"By harnessing our creative in-house capabilities, deep sports expertise and unrivalled scale, we are pleased to have maximised brand awareness for TCL, far exceeding its campaign objectives in the process,” said Mike Rich, Head of Sports Marketing Solutions at Warner Bros. Discovery.