BenQ亞太區配合世界盃展開宣傳 ([RO] World cup campaign is on – digital marketing across the region)

BenQ亞太區配合世界盃展開宣傳，所有地區辦公室共同推廣家用投影機，也以關鍵字的方式對消費者行銷。


2014 World Cup kicks off on June 12th, and BQP is ready for the game!
In May, all NS started world cup promotion to push 1080P video projector sales, and well leverage the digital campaign RO led to raise brand and product preference. We’re glad to see the good progress in each country, and believe we can gain good results in terms of mind share and market share during FIFA season.

RO-led, tailor-made video projector mini-sites were ready and on in 7 countries, and from May 15th, RO kicked off its regional media plan through Google’s keyword Search and GDN (Google Display Network) Ads starting from Thailand, Malaysia, Indonesia, UAE and KSA. Meanwhile, Korean website is ready for Naver media buy as well as Australia will start media plan in June.

[Keyword Search]
8 groups of keywords were set including Brand, Generic (projector product), Specification, Price, Competitor, TV Replacement, Home Theater and Sports categories with more than 200+ selected terms in local languages. Google team is auditing the performance and bidding price to optimize the result on daily basis. BenQ Home Video Projector mini-site with key selling model, recommendation and where to buy information will be shown once an user key in the keyword we selected, and he/she will be guided to our campaign site with a simple click. Keyword Search mechanism will be always on till June end.

[Google Display Network]
Based on audience’s interest and online portal’s topic, GDN will target at below 10 groups to place our banner ads. We cover both the existing 3C enthusiasts (Computers and Electronics / Online Communities), and try to expand to a bigger group of people who are sports fans (Sports/Live Sporting Events) to make relevancy and leverage world cup hot topic.


Banner ads are designed in versatile sizes with “Full HD on a 300” Screen” reason to buy and “Special Pricing + Free bonus” sales promotion messages.

[Facebook Program]
At the same time, for sure social network marketing should be included in this digital campaign.  A series of Facebook Wall Post are planned, to deliver why a video projector is perfect to watch football game and BenQ projectors’ key selling points and sales promotion offering. Till now 17K engagement were generated in 2-weeks’ time.    

Besides RO-led mini-site and Google and Facebook program, each NS also planned their local activities with channel partners, to gain PR exposure and raise product preference online and offline.