Malaysia – Innovative technology brand TECNO, in collaboration with its global brand ambassador Lay Zhang, has launched a brand campaign film designed to inspire Southeast Asian youth to pursue their dreams relentlessly and embrace every step of their journey.
Titled ‘Unstoppable Step,’ the film kicks off TECNO’s brand campaign in Southeast Asia, aimed at inspiring ambitious youth who admire Lay’s dedication to making every step count toward their dreams. The launch coincides with Lay’s birthday, marking a fresh beginning on an unstoppable journey.
The film intertwines Lay’s fearless journey with the indomitable spirit of Southeast Asian youth, creating an inspiring narrative. Beginning from Lay’s perspective, it showcases his determined ascent to the stage while paralleling the journeys of young individuals in the region who share his unwavering resolve and admiration for his tenacity in overcoming challenges.
Among Lay Zhang’s millions of dedicated fans featured on the film are skateboarders perfecting their tricks, aspiring DJs crafting beats for stardom, and performers rehearsing their singing and dancing. Each is on a unique journey, driven by a passionate pursuit of their dreams, much like Lay.
Lay’s relentless pursuit of his dreams, undeterred by obstacles, embodies TECNO’s “Stop At Nothing” ethos, inspiring unyielding determination. Excelling in music, dance, reality shows, TV dramas, and movies, he fully commits to every endeavour, tirelessly working toward his goals.
“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 asserted.
Earlier this year, TECNO appointed Lay Zhang as its global brand ambassador. This partnership reflects their shared ‘Stop At Nothing’ ethos and a commitment to driving progress through action.
Since 2009, Lay has pursued his dreams, starting as a trainee idol and overcoming rigorous challenges. He debuted in 2012 as a member of the K-pop sensation EXO, quickly rising to fame across Asia. This year, he released his latest album, “STEP,” highlighting his commitment to growth and the importance of recognising every step in his journey.
Laury Bai, chief marketing officer at TECNO, said, “As Lay marks another year of growth, we are thrilled to join him in this celebration. 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 continue into the year-end shopping season, inviting audiences to share their ‘Unstoppable Step’ stories on social media for a chance to win prizes, including signed photos of Lay, merchandise T-shirts, and TECNO smartphones.
The ‘Unstoppable Start with a Single Step’ campaign embodies TECNO’s “Stop at Nothing” spirit. Leveraging insights into Southeast Asian youth, TECNO has crafted innovative campaigns that resonate locally, such as the 2023 ‘Never Not Ready’ initiative in the Philippines, which encouraged young people to reach new heights. Beyond technology, TECNO aims to inspire youth worldwide to relentlessly pursue their dreams with determination.
