TCL is the official handset brand and co-sponsor of The Luna Cinema and Luna Cinema Drive-In for 2020. The Luna Cinema again represents the TCL brand message of DISPLAY GREATNESS, screening top charting films at iconic heritage venues across the UK throughout the year.
We wanted to emphasise TCL’s market position as the premier phone brand for the UK’s millions of film watchers, aligning TCL with the UK’s leading outdoor cinema.
With the launch of the TCL 10 Series in the UK and following the partnership of TCL and BAFTA: A Life in Pictures, we created the cinema trailer using the talents of the BAFTA Crew, a professional development and networking program, connecting emerging talent with film productions.
The outcome created a new and cinematic experience, immersing viewers at The Luna Cinema in the brand’s Display Greatness ethos at over 400 screenings over the summer. Faced with the difficulty of COVID-19, we had to develop an alternative onsite activation that connected with viewers in a socially distant manner. Through TCL’s social media, we activated a surprise and delight competition 3 times across the main season to deliver The Luna Cinema audience with an onsite experience and a chance to get their hands on a brand-new TCL smartphone.
TCL’s 2020 partnership with The Luna Cinema and The Luna Cinema Drive is reflective of TCL’s pioneering entertainment technology, encompassing the brand message of ‘Display Greatness’.