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Tecno

TECNO Mobile, a leading smartphone manufacturer, aimed to make its flagship device, the TECNO Camon C9, the most sought-after and searched smartphone in Nigeria. To achieve this ambitious goal, TECNO Mobile partnered with Syracuse Africa to develop and execute a comprehensive campaign that would elevate the brand's presence and drive significant interest in the new device.

The Task.

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TECNO Camon C9 Launch

The primary objective was to position the TECNO Camon C9 as the top smartphone choice in Nigeria, driving high levels of brand visibility, engagement, and ultimately, sales.

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Our Approach

Syracuse Africa devised a multi-channel campaign strategy, focusing on creating widespread buzz and engagement around the TECNO Camon C9. The campaign included the following key initiatives:

Photography Contest and National Tour:

  • Launched a photography contest that encouraged users to showcase the TECNO Camon C9’s camera capabilities.

  • The contest evolved into a nationwide tour, capturing the journey, culture, and lifestyle of Nigeria through the lens of the TECNO Camon C9.

Product Microsite Design & Deployment:

  • Developed a responsive microsite that spotlighted the photography contest, tour, & unique features of the TECNO Camon C9.

  • The site served as a hub for all campaign-related content, including images, videos, and user-generated content.

Digital and Social Media Marketing:

  • Executed targeted marketing communications across various digital platforms to drive awareness and sales.

  • Leveraged social media to make the TECNO Camon C9 a trending topic, using engaging content and strategic influencer partnerships.

PR, Media Launch & Activation Events:

  • Organized media launch events and activation activities to generate buzz and press coverage.

  • Managed media relations to ensure consistent and positive coverage across paid and earned media.

Media Planning and Buying:

  • Strategically planned and executed media buys to maximize the reach of the campaign across digital and traditional media platforms.

EPR & Media Relations:

  • Managed electronic PR efforts, securing coverage in key publications and amplifying the campaign’s message.

Results.

75k

New Followers

63k

Engagement

22m

Impressions

178k

Web Clicks

Conclusion.

Syracuse Africa played a pivotal role in transforming TECNO Mobile from a poorly positioned Chinese brand into a market leader with a significantly improved brand perception and international appeal. The launch of the TECNO Camon C9 was a resounding success, achieving widespread attention and engagement across Nigeria. Through a combination of innovative campaigns, strategic media planning, and effective digital marketing, Syracuse Africa helped TECNO Mobile solidify its position as a top smartphone brand in the Nigerian market.

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Additionally, Syracuse Africa’s long-term collaboration with TECNO Mobile saw the execution of over 30 brand and product campaigns, the growth and management of a massive social media fanbase, and the introduction of other brands like Infinix and Palmchat to further capture market share for the parent company, Transsion Ltd.

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