Case Study

The Creative Life – Making Life Intelligent

Empowering Consumers’ Digital Lifestyles with Smart Electronics




TCL at IFA Berlin


Consumer Goods & Retail Trade

Event Format


Standing out from the crowd

TCL – one of the world’s fastest- growing consumer electronics companies – was participating at IFA Berlin 2019, Europe’s largest trade show for consumer electronics and appliances.

With over 1,900 global brands and companies exhibiting at the show, TCL needed to stand out from the crowd with its new “AI x IoT” strategy by featuring how artificial intelligence (AI) technology powered its 8K TVs and smart home products.


An event experience focused on one existential question

IFA 2019’s focus was on AI and IoT, and with every brand showcasing their AI and smart technology, event visitors would be easily overwhelmed. For these consumers, the main priority was to find brands that can empower their digitized lifestyle.

We decided to transform TCL’s booth into an experiential open home to help visitors answer one existential question: “If your digital lifestyle is an equation, what is the formula to your urban living?” By shifting the focus and attention from products to the consumers instead, we gave them the opportunity to individualize their living by formulating their very own urban living equations.

With this direction, we expanded on TCL’s AI x IOT strategy and formulated the “AI x IoT = LIFE2” campaign, highlighting how TCL enables better digital living for their customers and how their living can become MORE when AI crosses paths with IoT.

We invited digital artists to showcase their impression of AIx IoT = LIFE2, building multiple digital artwork across different categories from 3D illustrations to Google Tilt Brush motion graphics. These digital artworks visualized a future digital cityscape made possible with TCL’s AI and IoT, and were shared across multiple social platforms from TCL’s social media accounts to KOLs and each digital artist’s Instagram accounts. These helped to drive interest, conversations and engagement prior to and during the IFA exhibition.

On the day of the event, we unveiled TCL’s Life2 Town, a virtual town brought to life based on our artist’s digital artwork of an intelligent interconnected future. Covering an area of 2112 sqm, attendees were welcomed in as citizens to explore an AI- powered future, with TCL’s product categories used to stage real- life scenarios via a smart home, movie theater, cafes, restaurants and retail stores. This allowed the ‘citizens’ to experience a virtual lifestyle empowered by TCL.

At Life2 Town, mathematical symbols communicated TCL’s empowerment to various lifestyles. Be it adding (+) a product to your living, subtracting (- ) unnecessary hassle, to multiplying (x) living with technology or dividing (÷ ) repeated work routines in life, these were interesting experiences that could be personaliz ed to each attendee’s desired urban living equation. The experience was also enhanced by interactive screens that showed the USP and details of each TCL product.

We also invited our Google Tilt Brush artists onsite to engage consumers by co- creating artwork based on their vision of the future. By providing keywords to our artist, the consumers had a hand in inspiring the elements found in the artwork. These VR art videos were then actively shared onsite and online, driving organic conversations.

At every touch point, we influenced consumers beyond the event by sharing their life equations via on- site digital interactions. This included generating a personalized music video for them to share online as well as displayed onsite.


An elevated presence with exponential growth in engagement

The innovative theme and use of VR technologies elevated TCL’s presence at IFA 2019, and effectively positioned TCL as a smart electronics brand that empowers consumers’ digital lifestyles.

The success of the campaign was evidenced by a 9732% increase in online impressions, a 734% jump in social engagement and 35,000 new followers on TCL’s social media.

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