TECNO and Lay Zhang Jointly Launch "Unstoppable Step" Film, Encouraging SEA Youngsters to Harness the Power of Every Step that Counts for Better Self

TECNO and Lay Zhang's shared spirit inspires Southeast Asian youngsters to stop at nothing in taking every step to achieve their dreams.

HONG KONG, JAKARTA, Indonesia, MANILA, Philippines and KUALA LUMPUR, Malaysia, Oct. 7, 2024 /PRNewswire/ -- Innovative technology brand TECNO, together with its global brand ambassador Lay Zhang, is poised to ignite the aspirations of Southeast Asian youngsters through the launch of its "Unstoppable Step" film. This hero film will kick-off TECNO's brand campaign in the Southeast Asia region, appealing to ambitious and passionate youngsters who admire Lay's spare-no-efforts attitude to making every step count on the path to achieving their dreams. Themed as #UnstoppableStep, the campaign launch is scheduled for today, coinciding with Lay's birthday, symbolizing a new start on an unstoppable journey.

The film weaves together Lay's story of fearlessly taking every single step, with the indomitable spirit of today's Southeast Asian youngsters, in an inspiring and uplifting narrative. The film begins from Lay's perspective, offering a glimpse into his own ascent to the stage he loves, step by determined step. Simultaneously, the film presents a parallel journey of young individuals in Southeast Asia who share the same spirit, and admire Lay Zhang for his determination to take steps forwards no matter what challenges lay ahead. Among Lay Zhang's millions of passionate fans and young followers, there are skateboarders, tirelessly perfecting their tricks, aspiring DJs crafting beats with dreams of stardom, performers, diligently rehearsing their singing and dancing, and more. Each of these individuals is on a unique path, driven by a passionate pursuit of their goals and aspirations, just like Lay.

In June 2024, TECNO officially named Lay Zhang as its global brand ambassador. The partnership between the brand and the acclaimed star is rooted in a shared embrace of a "Stop At Nothing" ethos and a mutual commitment to driving progress through action. Since 2009, Lay has chased his dreams, at first as a trainee idol, tirelessly overcoming the intensive training and challenges that lay before him. In 2012, Zhang debuted as a member of the K-pop sensation EXO, quickly gaining popularity across Asia. This year, Lay released his newest album, "STEP," signifies a deliberate and steady march towards growth and advancement, underscoring the significance of incremental progress and the recognition of each step taken.

Lay's unwavering drive in chasing his dreams step by step, undeterred by any obstacle, perfectly aligns with TECNO's "Stop At Nothing" ethos, inspiring an attitude of unceasing determination. Lay has not only continued to excel in the music and dance fields, but he has also become a prominent figure in reality shows, TV dramas, and movies. In every domain, he commits wholeheartedly, chasing and realizing his dreams with unwavering determination.

Embracing the challenge of the unknown, Lay asserts, "As long as we dare to take that step, there will inevitably be new outcomes. Even if we encounter failure, so what? It's just a step in the journey."

Lay's unwavering dedication to his dreams mirrors the dynamic spirit of Southeast Asia's emerging youth, aged 15 to 35, who make up 23% of the region's demographic. Their impact extends beyond mere numbers, as their influence on the international stage is gradually emerging. The determined dream-chasing ethos of Southeast Asia's young generation is a clear testament to the region's thriving progress. They are actively shaping a dynamic and hopeful blueprint for Southeast Asia's future and the world at large.

"As Lay marks another year of growth, we are thrilled to join him in this celebration," stated Laury Bai, Chief Marketing Officer of TECNO. "Through this campaign, TECNO aims to forge a deeper emotional connection with the youth of Southeast Asia, inspiring them to steadfastly follow their dreams, just as Lay has done."

The campaign will extend into the year-end shopping season, with TECNO encouraging audiences to share their "Unstoppable Step" stories on social media to win prizes, including Lay's signed photos, merch T-shirts, and TECNO smartphones.

The "Unstoppable Start with a Single Step" campaign is an in-depth interpretation of TECNO's "Stop at Nothing" spirit. In recent years, TECNO has tapped into its profound insights into the youth of Southeast Asia, weaving the brand's spirit into innovative campaigns tailored to resonate with local audiences. The 2023 "Never Not Ready" campaign in the Philippines exemplified this approach, spurring the Filipino youth to ascend to greater heights. Through these campaigns, TECNO's commitment extends beyond the realm of technology; the brand aspires to be a guiding force for youth across the globe, inspiring them to persistently explore and pursue their dreams with determination.

About TECNO

As a global innovative technology brand with operations in over 70 markets, TECNO has been committed to revolutionizing the digital experience in global emerging markets, relentlessly pushing for the perfect integration of contemporary, aesthetic design with the latest technologies. TECNO offers a wide range of smartphones, smart wearables, laptops and tablets, HiOS operating systems and smart home products. Guided by its brand essence of "Stop At Nothing", TECNO is committed to unlocking the best and newest technologies for forward-looking individuals, inspiring them to never stop pursuing their best selves and their best futures. For more information, please visit TECNO's official site: www.tecno-mobile.com.

** The press release content is from PR Newswire. Bastille Post is not involved in its creation. **

TECNO and Lay Zhang Jointly Launch "Unstoppable Step" Film, Encouraging SEA Youngsters to Harness the Power of Every Step that Counts for Better Self

TECNO and Lay Zhang Jointly Launch "Unstoppable Step" Film, Encouraging SEA Youngsters to Harness the Power of Every Step that Counts for Better Self

TECNO and Lay Zhang Jointly Launch "Unstoppable Step" Film, Encouraging SEA Youngsters to Harness the Power of Every Step that Counts for Better Self

MELBOURNE, Oct. 7, 2024 /PRNewswire/ -- The global leader in eyewear design, manufacture and retail, EssilorLuxottica has engaged ecommerce and marketplace accelerator, Pattern, to expand business for its Ray-Ban and Oakley brands through online marketplaces in Australia.

"Given the growing influence of marketplaces in Australia, EssilorLuxottica recognised the importance of being present where our customers are shopping, which is increasingly on platforms like Amazon. Partnering with Pattern to officially launch on Amazon allows customers to buy our industry-leading eyewear products from a trusted marketplace source. It also supports sales for our wider wholesale partnership network, by providing visibility of Ray-Ban and Oakley products to increasing numbers of consumers using Amazon as a search tool," said Brent Furniss, Senior Key Account Manager at EssilorLuxottica.

The partnership with Pattern to sell Ray-Ban and Oakley eyewear products on Amazon, is a global first for EssilorLuxottica, who has traditionally directly engaged with Amazon in other markets.

"Direct engagement with Amazon in the Australian market presented significant resourcing challenges for EssilorLuxottica, requiring dedicated personnel we did not currently have on board. Pattern's end-to-end marketplace services offered us the solution we needed, ensuring we were positioned to quickly expand the visibility of our Ray-Ban and Oakley brands on Australia's leading marketplace," added Furniss.

In working with EssilorLuxottica, Pattern will build brand awareness and acquire new customers on Amazon for Ray-Ban and Oakley; optimising listings, conversion and profitability, as well as identifying unauthorised resellers and cross-docking inventory to Amazon.

Expanding Reach and Enhancing Brand Discovery

Launching on Amazon Australia has enabled EssilorLuxottica to connect with a broader, previously unreached customer-base.

"EssilorLuxottica operates on a global scale and maintains a diverse network of partnerships worldwide. As such, it was crucial for us to avoid diverting customers from our existing wholesale partners. Instead, our aim was to tap into a fresh pool of consumers who might purchase directly from the Amazon platform or who might search on Amazon then purchase through our various other sales channels," said Furniss.

The growing role Amazon plays in product discovery was highlighted in Pattern's recent 'Marketplace Consumer Trends Report – 2024,' which revealed that 59% of Australian consumers now start their product searches on Amazon, and 60% have discovered and purchased products they'd never bought before.

The powerful role that product search is playing in customer growth for EssilorLuxottica on Amazon Australia was demonstrated in the last quarter of 2023 when Ray-Ban products were searched every 1.8 minutes and Oakley products were searched every 2.1 minutes.

"Leveraging Pattern's deep expertise to navigate the marketplace has enabled us to broaden our customer outreach, positioning Amazon Australia as an extension of our sales strategy rather than competition," added Furniss. "We've not only gained a foothold in a key marketplace but have also enriched our understanding of consumers' online shopping behaviours."

Navigating the Marketplace Challenge: Unauthorised Resellers

Prior to working with Pattern, Ray-Ban and Oakley products were already present on Australian marketplaces. However, these listings were not under the direct management of EssilorLuxottica and could potentially come from unauthorised resellers.

"Unauthorised resellers present a huge challenge for brands like EssilorLuxottica. They can damage brand value by listing incorrect product or brand information. This confuses and undermines the consumer's perception of a brand and can result in a poor customer experience," commented Merline McGregor, Managing Director of Pattern Australia. "Pattern has developed proprietary software, Predict, which provides brands with the visibility and control needed to tackle this issue. Predict has already made a tangible impact, tracing an estimated AUD$2.5 million in potential unauthorised sales for a global footwear brand in the Australian market."

Since working with Pattern, EssilorLuxottica has been able to identify and better manage unauthorised resellers and monitor marketplace activities effectively. This has enabled Ray-Ban to improve its Buy Box from 66% on launch to 85% in September 2024. 

"Unauthorised resellers have the potential to significantly impact brand reputation for EssilorLuxottica. Pattern's analytics and monitoring capabilities give us a deeper understanding of marketplace dynamics, helping to distinguish between suspected unauthorised resellers and authorised wholesalers operating globally. This strategic insight is essential for maintaining the brand reputation for Ray-Ban and Oakley and providing positive customer experiences that help to grow local sales," concluded Furniss.

About Pattern Inc

Pattern is the category leader in global ecommerce and marketplace acceleration. Since 2013, Pattern has profitably grown to more than 1,400 employees operating from 24 global locations – including Melbourne, Sydney and the Gold Coast - to help leading brands achieve accelerated growth on D2C websites and global ecommerce marketplaces. As well as being one of the largest Amazon sellers in the world, we are also present on Tmall, JD.com, eBay and other ecommerce marketplaces. We act as the authorised Amazon seller to more than 200 brands globally, buying their stock to sell on the marketplace and taking care of every aspect of their Amazon presence. For more information, visit https://au.pattern.com/

** The press release content is from PR Newswire. Bastille Post is not involved in its creation. **

Pattern Partners with EssilorLuxottica to Drive Marketplace Business for Ray-Ban and Oakley