Tecno has announced a new slogan geared towards one of the products that the brand is most know for: smartphones.
According to Tecno, the new “Stop at Nothing” campaign is the company’s “next step in delivering on a promise of unlocking the best of contemporary smartphone technologies and making it accessible for global emerging markets”.
“Tecno’s brand campaign celebrates “progressive mavericks” and those “young at heart”, the youth who admirably stayed resilient in the face of adversity,” the statement adds.
In Africa, its core market, Tecno has had a presence for the last 13 years, releasing various feature phones and smartphones that have seen it rise to become the largest smartphone brand on the continent.
The brand’s success on the continent has had something to do with the favourable pricing of its devices as well as its focus on locally relevant features
Buoyed by its success in Africa, the brand has ventured into other markets like the Middle Eastern and Indian markets and has now set its sights on expanding its tentacles to more Asian countries and beyond.
To do this, it will be increasing its focus to segments of the market it hasn’t before: the mid-range and high-end segments.
“For Tecno, future growth is set to come from building its business outside Africa by tapping into other developing regions like the Middle East, East Europe, and Southeast Asia, but with Africa still a key focus,” another statement from the company reads.
This is best exemplified by its move to spin off its flagship smartphone series, Phantom, into its own sub-brand. As many of us suspected, the Phantom sub-brand is the vehicle that will take Tecno to the new markets it looks to expand to. The brand has also made strategic partnerships that allow it more visibility in new markets and places where it has been unknown. In addition to its sponsorship deal with English champions Manchester City, Tecno recently signed Hollywood star Chris Evans to “enhance Tecno’s continuous global footprint and help to highlight the brand’s upgraded product design, which is increasingly fashionable, energetic, and constantly pioneering”.
The new slogan aptly captures the brand’s ambitious expansion plans.