BenQ Joybook Lite U121 EcoPR GuideBenQ Joybook Lite U121 EcoPR Guide

Branding Office Branding Office

BenQ CorporationBenQ Corporation

1111thth June, 2009 June, 2009

Branding Office Branding Office

BenQ CorporationBenQ Corporation

1111thth June, 2009 June, 2009

PR Communications Objectives & Strategies• To introduce and propagate the newly launched BenQ

Joybook Lite U121 Eco via a product launch campaign to generate media voice and draw attention from target audiences

• To distinguish BenQ Joybook Lite U121 Eco as a feature rich yet affordable netbook with green ideas, which enables consumers to easily enjoy their desired digital lifestyle without any limitation

• To reinforce BenQ’s brand image and commitment to optimize users’ digital lifestyles, bringing them enjoyment and quality with “lookin’-great” products to meet their demands and quick response to the market trend

PR Communications Theme

BenQ Joybook Lite U121BenQ Joybook Lite U121 Eco allows Eco allows you to…you to… Enjoy Enjoy More for LessMore for Less

BenQ’s Joybook Lite U121 Eco is the convergence of light weight, long battery life, quick charge capability, stylish outlook, optimal technologies, and lower cost, enabling consumers to enjoy diversified digital life anytime and anywhere on a budget.

Consumers are in a thirst of a netbook which is highly portable, stylish, and multi-functional, but cost-effectiveness is also an important concern for them, especially during the economic downturn. BenQ has developed Joybook Lite U121 Eco, a brand new netbook that can fulfill consumers’ every expectation by offering most advantageous features at an affordable price .

PR Communications Key Messages

• BenQ Joybook Lite U121 Eco is equipped with optimized product specifications that users are craving for, but its price, weight, charging time, storage limit, and energy consumption are a lot less than other similar products in market, allowing users to embrace joyful digital lifestyle.– U121 Eco is fortified with a 11.6” wide screen to increase

visual enjoyment, yet it is only 1.3 kg weighted (with 3-cell battery), providing consumers with ultra portability.

– U121 Eco offers users more mobility, 6 hours battery life, with just an hour’s quick charge. Moreover, it is also equipped with a long lasting 8hr battery life (6-cell battery).

– U121 Eco is incorporated with eco-friendly concept in terms of product design and packing, and it is also qualified with various international recognized eco-standards.

• Leveraging its core competencies in visual display, product designs, and Internet technology, as well as the commitment to the environment, BenQ provides consumers’ affordable “Lookin’ Great” green products derived from consumers’ needs and BenQ’s industry foresight, no matter in terms of product design or performance capacity.

PR Communications Campaign

Warm-up• Blog Story• Survey• Video Contest

Product LaunchPress Conference

Sustaining• Blog Story/Video• Product Review• Media Interview• Joint Promotion

Warm-up • To create buzz and highlight market demand on

a “dream netbook” before product launch• To work BenQ Joybook Lite U121 Eco’s key

theme “Enjoy More for Less” into social media and reach consumers to spark their anticipation, particularly arousing their eco-consciences and yearning for “More” requests or wanted elements in their digital life

• To trigger audience’s interest and discussion about what an ideal netbook should be like and how much it should cost and collect their feedbacks as supportive reference for product launch

• To showcase the advancement and uniqueness of BenQ’s brand new Joybook Lite U121 Eco to differentiate its previous netbook Joybook Lite U101

Warm-up: Blog Story• Leverage popular bloggers to incorporate the message of “A dream netbook

should provide more optimal features with less burden” into their stories• Suggestions

• Suggested cost-saving life oriented blogs:– 窮學生超省錢旅行秘笈 http://blog.xuite.net/iq943/ez37– 搶錢家族 - 樂活 LOHAS 終極秘笈 http://blog.sina.com.tw/showmethemoney/

• Suggested angles:– Elaborate how can a practical yet economical netbook enhance LOHAS

lifestyle, bringing more convenience and less environment impacts– Point out the fact that current netbooks in market can hardly realize cost-

effectiveness and green lifestyle due to their insufficient capabilities

Warm-up: Blog Story (cont’d)• Suggestions (cont’d)

– CE-oriented blogs:• Suggested blogs:

– Jeremy 的 3C 觀測站 http://tw.myblog.yahoo.com/jeremy-3c– 鄭蛋蛋的 3C 部落格 http://tw.myblog.yahoo.com/cheng-dundun– 老貓的 blog http://www.iqmore.idv.tw/

• Suggested angles:– Analyze current market trend and dynamics in netbook sphere,

highlighting the fact that consumers are still expecting a right-fit netbook with a more reasonable price and less feature disadvantages

– Underscore U121 Eco’s more specifications and compare them with BenQ’s previous netbook U101, addressing the evolution of U121 Eco offering more benefits like more battery life, portability, and visual enjoyment, as well as less charging time and energy consumption.

Warm-up: Survey

• Initiate a survey to get to know which netbook features consumers desire the most. A few BenQ Joybook Lite U121 Eco are provided as lucky draw to stimulate consumers’ motivation for participation– Suggested channels for execution:

• Physical channel: 3C retail stores, IT center, trade show, etc.

• Internet channel: BenQ official website, edm, etc.• Media: platform generated from IT/CE media

collaboration

• After the survey period is over, collect and enumerate all participants’ feedbacks and contact information as database, then, conclude the results for product launch event and announce the lucky draw winners

Warm-up: Creative Video Contest• Organize a creative video contest ( 創意影片大賽 ) for college students to

upload their self-made video clips on the topic of “ My Love and Hatred Towards A Notebook ( 我和筆電的恩怨情仇 )” onto info-sharing media (e.g. YouTube)or BenQ’s online platform, expressing their love-hate relationship with their laptops from personal experience in interesting ways

• BenQ to establish an online platform to propagate concepts of this contest and provide a public space for online discussion, bringing up audiences’ true concerns ( 道出心聲 ) about current notebooks’ weaknesses and emphasizing Joybook Lite U121 Eco’s more enhanced and less trouble-causing specifications

– Suggested leverage points: • Battery hours: My notebook is very light but its battery life sucks!• Price & Quality: I bought a cheap notebook but I got pissed off by its poor

features!

• BenQ to initiate online voting for audiences to choose their favorite video clips. Those who won the most votes will be awarded with the brand new Joybook Lite U121 Eco and other incentives

PR Communications Campaign

Warm-up• Blog Story• Survey• Video Contest

Product LaunchPress Conference

Sustaining• Blog Story/Video• Product Review• Media Pitch• Joint Promotion

Press Conference: Target Media & Suggested News Angles1) Business Media• While the economic recession has battered the society

since 2H 2008, consumers have become more value conscious. Consumers nowadays are mainly demanding for more computing applications, unlimited connection to the world, and the enjoyment of digital life at affordable prices, which are integrated into BenQ Joybook Lite U121 Eco

• The netbook market is considered to grow continuously, therefore, BenQ decided to continue its cultivation in netbook sphere and released its new generation netbook Joybook Lite U121 Eco, which is more powerful and cost-effective– According to IDC, netbook sales reached 10 millions in 2008 and

are likely to double in 2009.– iSuppli forecasts that netbooks will make up 18% of portable

computer sales by 2012, up from 8% in 2008

2) IT/Consumer Electronics MediaTo quickly respond to the netbook market demands, BenQ developed the new generation netbook, Joybook Lite U121 Eco, offering more features for less.–More Action

• Light weight : 11.6”@1.3kg (3-cell battery) 1.45kg (6-cell battery)• Up to 8hr battery life (6-cell battery)• Quick charge : 1hr charge for another 6hr battery life

–More Space• Keyboard size 100% that of a standard qwerty keyboard• 1366x768 HD display: more viewing area compared to 10” netbook

–More Eco-friendly • Recycled Material Incorporated • Cutback in the Amount of Packaging Material Used• Highly Efficient Power Management: Atom Processor, LED-Backlit• Qualified with various international recognized eco-standards

–More Connection• All-in-one online support: LAN, WLAN (802.11 b/g/n), Bluetooth,

HSUPA (3.75G, Option)–More Enjoyment

• 2W speaker x2, SRS TruSurround HD® Technology , Quiet design @26dB

Press Conference: Target Media & Suggested News Angles (cont’d)

3) Lifestyle Media• The long battery life BenQ Joybook Lite U121 Eco offers enables

consumers to surf longer, enjoy longer, work longer. • The quick charge capability of U121 Eco brings users more

mobility and flexibility without worrying their netbooks’ unavailability, allowing them to embrace a more convenience.

• BenQ incorporates eco-friendly materials and applications to Joybook Lite U121 Eco to appeal to consumers’ green instincts and put environmental protection consciousness into actions.

• The affordable BenQ Joybook Lite U121 Eco substantiate an economical, non-indulgent living style during the era of economic downturn.

Press Conference: Target Media & Suggested News Angles (cont’d)

Press Conference: Event Agenda

Time (TBC) Activity Details

13:30-14:00 Media Reception

14:00-14:03 MC Opening MC announces the start of the conference and introduces the VIPs (BenQ executives)

14:03-14:08 VIP Welcome Speech BenQ’s country head to welcome VIPs and media friends

14:08-14:13 Warm-up Survey Result Announcement

PM to announce the results generated from the warm-up survey, reporting the top features consumers desire the most.

14:13-14:25 Product Presentation BenQ PM to present the features and specifications of BenQ Joybook U121 Eco and highlight that its enhanced features are right fit for consumers’ feedback

14:25-14:35 Product Unveiling & Photo call

Scenario performance with product unveilingRefer to p. 16- 18

14:35-14:50 Media Q&As

14:50 Event Ends

• Product Unveiling–Main Concept

The session is designed to highlight that U121 Eco is able to bring consumers more features with less limitations, surpassing any equivalent products in market

–Preparation• Place a stylish studio apartment scenario

on stage, which may include some fancy furniture and decorations

• Prepare a larger notebook, a BenQ Joybook Lite U121 Eco, and some other props to make the scene more lively (e.g. a glass of cocktail, some books)

• Two performers: a tasteful, beautiful lady who lives her modern lifestyle independently, symbolizing Carrie Bradshaw of the Sex and the City; a gentleman to symbolize Mr. Big (could be BenQ country head), who is Carrie’s lover and savior

Press Conference: Event Details (cont’d)

• Product Unveiling + Photo Call – Execution Diagram– How

• 3-mins play: After playing the Sex and the City background music, the stage light is on and Carrie is sitting on her cozy sofa, drinking her “cosmopolitan”, and typing her large laptop at the same time. She begins to describe to the audience that there are so many things she desires in her life, including more features of her notebook. However, with frustration, she reveals the fact that obtaining those things may generate more sacrifices. Then, surprisingly, Mr. Big shows up with a BenQ Joybook U121 Eco in Carries’s apartment like a prince. He tells Carrie that U121 Eco can solve her difficulties and realize more features with less limitations for consumers.

Press Conference: Event Details (cont’d)

• Product Unveiling + Photo Call – Execution Diagram (cont’d)

Press Conference: Event Details (cont’d)

–Suggested Scripts• Carrie: “I enjoy my modern living style, and I always desire more.

But you know? you can’t have it all. I crave for more pretty clothes and shoes, but they implies more credit card bills. I want to earn more income, but that means I must do more work. I’d love to have more dates and parties, but they usually bring me more breakups! And this happens to my laptop, too. If I wanted to have a bigger screen or longer battery life, I’d suffer the heavier weight. Also, a trendy, eco-friendly, and larger storage-equipped laptop is a lot more expensive. Life is filled with trade-offs. More enjoyments, more sacrifices.”

• Mr. Big: “Dear, you don’t need to tolerate anymore! This brand new advanced netbook BenQ Joybook Lite U121 Eco can satisfy your more demands by delivering longer battery life, higher portability, eco-friendliness, larger storage and screen with lesser weight, noise, cost, charging time, and power usage.”

• Carrier: “Wow! U121 Eco is so incredible! ” (Surprisingly and happily)

• Mr. Big: (Begin to speak to the audience) BenQ has presented its latest Joybook Lite U121 Eco enabling consumers more features for less limitations, which is the optimal choice in current market.

• MC: We are thrilled to have such a significant netbook U121 Eco , Please feel free to take photos. (Carrie to stay on the stage holding U121 Eco for photo call)

Press Conference: Decoration

• Main Stage: Backdrop

Press Conference: Decoration(cont’d)• Main Stage Decoration (3D)

• Product Display Area: Backdrop – Option 1

Press Conference: Decoration(cont’d)

• Product Display Area Decoration (3D) – Option 1

Press Conference: Decoration(cont’d)

PR Communications Campaign

Warm-up• Blog Story• Survey• Video Contest

Product LaunchPress Conference

Sustaining• Blog Story/Video• Product Review• Media Pitch• Joint Promotion

Sustaining• To sustain media voice and direct audiences’

attention to BenQ Joybook Lite U121 Eco1. Blog Story/Video• Bloggers who co-operated in the warm-up start to

incorporate usage experience of BenQ Joybook Lite U121 Eco into their article and highlight its rich features and cost-effectiveness

• Suggested Topic: – For cost-saving life oriented blogs

• How U121 Eco helps users create more enriched digital enjoyment while costing less money, time, and carbon footprint

• Embrace more features that users desire from U121 Eco in a simple, less luxurious, and eco-friendly way

– For CE-oriented blogs:• Their U121 Eco usage experience sharing • How U121 Eco realizes a technology breakthrough

that delivering ample computing applications at a more affordable price

Sustaining (cont’d)

1. Blog Story/Video (cont’d)• Play video clips generated from whom won the video contest hosted

during the warm-up on BenQ’s official website and other popular social media

2. Product Review• Target Media: PC media & IT Online Forum• To provide U121 Eco to editors for product trials, hyping media voice

about its features • Actively liaise with media and editors and answer their queries to

generate product stories

Sustaining (cont’d)

3. Media Pitch• Lifestyle/ Entertainment Media: User Experience Sharing

– Invite the bloggers who co-operated in the warm-up period as product endorsers. Through interview or other media engagement, these bloggers can share their experiences about how Joybook Lite U121 Eco brings them more enjoyment for less. For example:

• After using U121 Eco, a blogger who travels a lot no longer needs to find power sockets everywhere or carry a few netbook batteries with him/her to avoid insufficient battery life. The extended battery life and quick charge feature enables him/her to get more pleasure from traveling

• A blogger who pursues LOHAS lifestyle finds the eco-friendly designed U121 Eco consumes less energy and feels satisfied that it is globally approved by green communities

Sustaining (cont’d)

3. Media Pitch (cont’d)• Business Media: Industry Trend & Market Insight

– BenQ high-level executive to discuss about current market dynamics, addressing the fact that netbooks screens are marching to inch up to 11”-12”. The launch of Joybook Lite U121 Eco has made BenQ an industry pioneer to meet up the trend, as it offers consumers a light and optimal-featured netbook with affordable price ( 輕 省 電 腦 ), unprecedentedly achieving the sweet point of netbook and diminishing the polarized (M-shaped) netbook market phenomenon ( 終結 M 型化小筆電市場 ) among other market players

– Compared similar products supplied by other market players, BenQ Joybook Lite U121 Eco has leaped to a revolutionary position that its is further equipped with ecologically-minded design and certified by various global eco-standards

Sustaining (cont’d)4. Joint Promotion • Who & What: Variety TV Shows — Guess the

Price Contest• How:

– Perform placement marketing in popular variety TV shows which play “price guessing games”, allowing program guests and public audiences to guess the actual price of U121 Eco

– Program Emcee to showcase U121 Eco’s uniqueness on “more features for less price” after he/she announces its actual price

• Benefits: – Publicity of U121 Eco will be increased that

audience will be aware of its cost-effectiveness

– TV programs can leverage U121 Eco as part of their shows or incentives for those who guess the closet to the actual price, which helps promoting their viewership rate

Sustaining (cont’d)4. Joint Promotion (cont’d) • Who & What : Youth Hostels, B&B Inns ( 民宿 ) —

LOHAS Travel • How:

– Cooperate with targeted youth hostels or B&B inns (which have deployed or is willing to deploy network access) to display U121 Eco at their operation sites

– Allow visiting guests to experience U121 Eco on-site to feel its quality, rich features, and convenience during their LOHAS trips

– Emphasize the eco-friendliness of U121 Eco to encourage the simple living style, which brings more enjoyment with less environmental impact

• Benefits: – Publicity of U121 Eco will be increased that

audience will be aware of its eco-conscience and optimal features

– Youth hostels or B&B inns can leverage U121 Eco as their facilities to benefit their guests without spending extra equipment cost and further advocate their positioning on “LOHAS travel”

Thank you