look’in great! visual enjoyment with benq product launch pr guide : joybook s42, full hd lcd...

look’in great!Visual Enjoyment With BenQ

Product Launch PR Guide : Joybook S42, Full HD LCD Monitors & Short-throw Projectors

look’in great!Visual Enjoyment With BenQ

Product Launch PR Guide : Joybook S42, Full HD LCD Monitors & Short-throw Projectors

Wallis ChiangWallis Chiang

August 29, 2008August 29, 2008

Wallis ChiangWallis Chiang

August 29, 2008August 29, 2008

BenQ Confidential (2008/08/08) 2007, BenQ Corporation

PR Communications Objectives & Strategies

• To introduce and create hype for the new, stylish BenQ products, including Joybook S42, Full HD LCD monitors, and short-throw projectors through an official face-to-face media interaction

• To generate media voice in advocating the new products’ benefits and values via creative programs to highlight products’ features

• To strengthen BenQ’s brand image and reiterate its commitment to optimize users’ digital mobile lifestyles today, bringing them enjoyment and quality with brand-new products developed in accordance to their demands


Communications Theme

lookin’ great! lookin’ great! Visual Enjoyment With BenQVisual Enjoyment With BenQ

BenQ provides users unprecedented visual experience through its lookin’ great products no matter in the products’ design or strong performance.

This visual enjoyment brought by BenQ showcases its commitment to deliver its brand vision that “Enjoyment Matters” and its capability to optimize consumers’ visual enjoyment.

+


Communications Theme (cont’d)

Joybook S42 [Laptop]

E2200HD & M2200HD &

E2200HD [Full HD LCD

Monitors]

MP512ST & MP522ST

[Short-throw Projectors]

Victorian design & strong graphic and audio performance

The first market-rollout 22” Full HD LCD monitors with 16:9 Golden Ratio

Short projection distance with big image

A Visual Feast Begins

Enjoy Full HD With Your Desktop

Short-throw, Big Vision

LookinLookin’ ’ great! great! Visual Enjoyment With BenQVisual Enjoyment With BenQ

Product

Highlight

Slogan


Lookin’ great! Lookin’ great! Visual Enjoyment With BenQVisual Enjoyment With BenQ

Cross-Product-Line Grand LaunchCross-Product-Line Grand LaunchJoybook S42, Full HD LCD Monitors & Short-thJoybook S42, Full HD LCD Monitors & Short-throw Projectorsrow Projectors


Communications Key Messages

• BenQ gives users unprecedented visual enjoyment, with a touch of class and glamour through its new Victorian-inspired Joybook S42, market’s first 22” Full HD LCD monitors(E2200HDA/E2200HD), and short-throw projectors (MP512ST& MP522ST) that do away with traditional limitations.– With the perfect fusion of aesthetics and technologies, BenQ’s Victo

rian-inspired Joybook S42 offers users incredible visual experience from the inside and outside.

– BenQ unveils market’s first 21.5” 16:9 Full HD LCD monitors to create unparalleled visual experience in desktop domain.

– Requiring only a half of the traditional projection distance, BenQ’s short-throw projectors enable users to enjoy exceptional and affordable big screen entertainment within small spaces, which breaks projection distance limitations.

• With the integration of fancy product designs, advanced visual and mobile technologies, BenQ continues to deliver products with eye-catching designs and innovative features to fulfill various users’ demands.


Target Media & Suggested News Angles

1) IT/Consumer Electronics Media

• BenQ unveils its latest looking great products to give users unprecedented visual enjoyment, including the new Victorian-inspired Joybook S42, market’s first 21.5” 16:9 Full HD LCD monitors (E2200HDA/E2200HD), and short-throw projectors (MP512ST& MP522ST) offering a big screen with the requirement for only half of the traditional projection distance.

• BenQ strives to deliver “lookin’ great” products based on its understanding of the industry trends and market demands to satisfy consumers' various digital lifestyle. – With the boundary between TV/consumer electronics and traditiona

l IT blurred, BenQ extends the use of Full HD LCD monitors with 16:9 golden ratio from living room to the desktop domain.

– As consumers are requesting projectors usable in limited space and the global market of short-throw projectors is expected to grow over 13 times from 2008 to 2012, BenQ follows this trend to offer consumers the best and affordable choices, MP512ST and MP522ST.

– As being “Green” becomes a priority, Joybook S42 with Hybrid Power Management and UltraVivid LED display technologies provides users an environment-friendly and energy-efficient solution.


Target Media & Suggested News Angles (cont’d)

2) Design Media

• With more consumers are taking consumer electronics products as their stylish accessories, BenQ’s “lookin’ great” products are based on the creative and intuitive industrial design concept to fulfill users’ sophisticated demands and provide them the unprecedented visual enjoyment. – With extravagance being in vogue, BenQ’s Victorian-inspired Joybook

S42 becomes a fashion statement and trendy accessory, complementing consumers’ sophisticated digital life.

– BenQ’s Full HD LCD monitors are designed simply with graceful lines, a new fashion style where consumers see beauty within simplicity.

– BenQ overturns the design concept of traditional projectors with emphasizing on the back of equipments. Inspired by European sport cars, BenQ creates the simple and curvaceous exterior appearance of MP512ST and MP522ST recognized by red dot to offer audiences the delightful visual enjoyment.


Target Media & Suggested News Angles (cont’d)

3) Lifestyle Media

• As high-quality multimedia entertainment is today consumers’ priority, BenQ unveils Joybook S42, Full HD LCD monitors, and short-throw projectors to relish users’ visual enjoyment and enrich their digital entertainment life. – BenQ Joybook S42 enables consumers to enjoy a visual feast from the

external design and internal technologies, and enrich their digital multimedia entertainment from its classic Victorian-inspired design, strong visual performances.

– As more consumers bring their multimedia entertainment from living room to desktop domain, BenQ extends the use of Full HD LCD monitors with 16:9 golden ratio to enhance consumers’ visual experience with high quality image.

– BenQ’s short-throw projectors (MP512ST and MP522ST) bring theater-style entertainment into users’ homes and fulfill their home video watching and gaming entertainment desire


News Release Outline[Headline] BenQ’s Lookin’ Great Products Optimize Your Visual Enjoy

ment!

[Subtitle] BenQ unveils its latest Joybook, LCD monitors, and projectors to fulfill consumers’ sophisticated demands of today

[Text] BenQ announces its new LCD monitors, projectors, and Joybook to enrich users visual experience and enjoyment with exceptional performance.

Highlights of each product benefits in the different paragraphs– Joybook S42: With the appealing Victorian design, Joybook S42 brings use

rs the incredible visual experience with its classic design and powerful visual technologies.

– LCD Monitors: BenQ leads the industry by integrating the Full HD concept and 16:9 golden ratio into one product, successfully extending Full HD application from living room to desktop domain.

– Short-throw Projectors: With only half the projection distance needed, BenQ’s short-throw projectors offer users amazingly large screening view to fulfill consumers’ various needs.

Quote from a high-ranking BenQ executive to analyze consumers’ demand and reiterate how BenQ fulfills the commitment “Enjoyment Matter” through its lookin’ great products.


Event AgendaTime (TBC)

Activity Details

13:30-14:00

Media Reception

14:00-14:03

MC Opening MC announcing the start of the conference, then light fades out

14:03-14:08

Welcome Speech BenQ’s country head welcomes VIPs and media friends, while highlighting BenQ’s vision to bring consumers unprecedented visual enjoyment with its new products

14:08-14:23

BenQ Joybook S42 •Opening Show: “A Visual Feast

Begins” •Product Presentation

Please refer to the slide 12. BenQ PM to introduce Joybook S42 with its timeless design and powerful functions

14:23-14:35

BenQ 16:9 Full HD LCD Monitors• Opening Show: “Truthful Magic Vision”• Product Presentation

Please refer to the slide 13 & 14. BenQ PM to introduce the new LCD monitors and exceptional features

14:35-14:45

BenQ Show-throw Projectors• Opening Show: “Short-throw, Big Vision”• Product Presentation

Please refer to the slide 15 & 16. BenQ PM to introduce the short-throw projectors and product benefits

14:45-14:50

Photo Calls The regional head brings BenQ’s flag and 3 PMs hold their new products to stand in front of the backdrop.

14:50-15:00

Media Q&A

15:00 Event Ends


Joybook: A Visual Feast Begins

Opening:– It’s a fantasy show requiring a performer (or our

PM) to act as an artist. After welcome speech, MC announces the start of the show, the artist walks up to the stage carrying a big paint brush and color mixing tray.

– The artist pretends to paint on the projection screen. Then, he/she will say “Through my work, I will show you an extravagant Victorian visual feast!”

Concept:Through the integration of Victorian design ingredients, the program “A Visual Feast Begins” clearly showcases the design concept of BenQ Joybook S42.

– With special lighting effects and appropriate music, the artist turns to face the audience and demonstrates a pose to unveil the work. Meanwhile, the projection screen will start playing the Joybook S42 opening flash. Then, the artist says “With BenQ Joybook S42, you can truly enjoy a visual feast!”

S42 opeing flash

Artist’s costume example

S42 opening flash


LCD Monitor: Truthful Magic Vision

• Concept : – The magic show aims to deliver the key message that BenQ’s new

LCD monitors can deliver the most vivid and vibrant images with its Full HD feature and golden ratio 16:9.

• Preparation: − A performer to act as a magician− Facilities : 1 LCD monitor on a table & 1 apple hidden in the back of t

he LCD monitor


LCD Monitor: Truthful Magic Vision (cont’d)

Show Time:

• 1st scene:1st scene:

A colorful film/ graphic is played on the monitor. The magician says “16:9 golden ratio and Full HD, BenQ is going to bring you the truly visual enjoyment! “

• 2nd scene:2nd scene:

While the film/ graphic pauses on the picture of the apples, the magician says “See what I am going to show you”. Then, the Magician puts his/her hand in the back of the monitor and take the real apple out with the lines “Through BenQ 16:9 Full HD LCD Monitor with 16:9 golden ratio, you can enjoy no distortion truthful magic vision! “


Projector: Short-throw, Big Vision (Suggestion A)

Concept:Leveraging “Guess Game”, we aims to deliver the key message that BenQ’s new short-throw projectors provide amazingly large screening view and unlimited vision within limited space.

Preparation:The “Guess Game” requires• 1 performer (PM)• Facilities

• 1 traditional projector which is ready to project• 1 BenQ show-throw project which is ready to project• 1 table arranged one meter far from the projection screen to

place the above two projectors


Show Time:

• 1st scene

A photo of a small tiger is projected on the screen by the traditional projector.

PM walks up to the stage and says “Within limited spaces, such as your home and small meeting rooms, all you can see is a small and unclear image like this. Look and guess what is on the screen. “

MC answers “Isn’t it a lovely cat?”

Projector: Short-throw, Big Vision (Suggestion A)

• 2nd scene PM switches the projection by BenQ’

s short-throw projector and says “Look at it again and tell me what it is.” MC surprisingly says “Oh! It’s a tiger, not a cat! “PM says “Yes, you are right! Going forward, we can get rid of projection distance limitation! BenQ short-throw projectors offer you a big vivid vision, requiring only half projection distance! “


Projector: Short-throw, Big Vision (Suggestion B)

Concept:The program “Short-throw, Big Vision” aims to deliver the key message that BenQ’s new short-throw projectors provide amazingly large screening view and unlimited vision within limited space.

Preparation:The game-playing scenario requires• 2 performers (PM + one BenQ staff)• Facilities

• 1 Wii with 2 remote controllers• 1 traditional projector which is ready to project• 1 BenQ show-throw project which is ready to project• 1 table arranged one meter far from the projection screen to place t

he above two projectors and Wii


Show Time:• 1st scene

2 performers play Wii with the projection by traditional projector. 1 performer complains “ Why do we have to do with a small screen under the distance limitation? I can’t hit bad guys in such a small view. “

Projector: Short-throw, Big Vision (Suggestion B)

• 2nd scene The other performer switches the proj

ection by BenQ’s show-throw projector and says “Not any more! We can get rid of projection distance limitation! BenQ short-throw projectors offer us a big vision, requiring only half projection distance! “


• Backdrop

Event Decoration

Screen for projection


• Backdrop Scenario

Event Decoration (cont’d)


• Product DisplayJoybook S42

– The background is full of royal Victorian style elements, showcases the unique and classic design concept of Joybook S42.



• Product StandJoybook S42

– Through the product stand, BenQ can clearly deliver the most critical features and technologies of Joybook S42 to the audience. (Size: L16 x W 11 cm)



• Product DisplayE2200HD/M2200HD/M2400HD/G2200W– The design of product display aims to deliver that BenQ Full HD

LCD monitors bring the high definition visual quality into users’ desktop domain.



• Product Display Scenario



• Product StandsE2200HD/M2200HD/M2400HD

– Through the product stands, BenQ can highlight the most critical features and technologies of both new Full HD LCD monitors to the audience. (Size: L16 x W 11 cm)



• Product Display MP512ST/MP522ST– The scenario settings aim to showcase the incredibly visual experien

ce BenQ’s short-throw projectors can bring to users within limited space. In order to save the production cost, the wood-made screen backdrop can be replaced by a regular screen.



• Product Display (for office application)



• Product Display (for home entertainment)



• Product StandsMP512ST– Through the product stands, t

he audience can easily realize the advanced technologies and powerful features of BenQ’s new short-throw projectors.

Event Decoration (cont’d) • Product Stands

MP522ST– Through the product stands, the

audience can easily realize the advanced technologies and powerful features of BenQ’s new short-throw projectors.

Thank you

look’in great! visual enjoyment with benq product launch pr guide : joybook s42, full hd lcd...

Documents

benq benq

benq confidential

stylish benq products

benq corporation lookin

benq crossproduct

benq corporation target

consumers visual enjoyment

hd lcd monitors short