Chinese consumer electronics giant Changhong made a bold entrance into the German market by introducing its CE brand CHiQ during the prestigious IFA Berlin, the world’s largest consumer electronics trade show.
Brand Origin:
China
industry:
Consumer, Tech
Service Regions:
Germany
services:
Marketing, Public Realations
Strategy & Engagement
Chang Hong
leveraged the global stage of IFA Berlin — the world’s largest consumer electronics trade show — to make a bold entrance into the German market with its CE sub-brand, CHiQ. Understanding the importance of cultural relevance and emotional connection, Changhong strategically partnered with German football powerhouse Borussia Dortmund to immediately establish local resonance and credibility.
To activate this partnership, the Germany team IC organized a high-impact signing ceremony during IFA, featuring Borussia Dortmund’s CEO and legendary goalkeeper Roman Weidenfeller. The event included a branded media presentation, exclusive photo and video opportunities, and a meet-and-greet session with fans and journalists. A curated raffle of BVB merchandise further amplified on-site engagement and shareability.
We extended invitations to both professional media and end-consumer press, ensuring a balanced reach across tech, lifestyle, and sports publications. By combining business storytelling with emotional fanfare, we created a multifaceted launch moment that resonated deeply with both media and the public — positioning Changhong as a confident, ambitious, and culturally aware market entrant.
Impact & Growth
The IFA activation marked a significant turning point for Changhong’s presence in Europe. By combining a high-visibility trade event with the emotional appeal of sports marketing, the CHiQ brand successfully broke through the noise of a crowded marketplace. The exclusive partnership with Borussia Dortmund gave the launch instant cultural credibility and connected CHiQ with a loyal fan base across Germany.
Brand awareness boosted through media, sports partnership, and live activation.
Chang Hong
Media engagement exceeded expectations. Over 30 journalists attended the signing ceremony and fan event, including reporters from top-tier consumer tech outlets, lifestyle magazines, and trade publications. Their on-site experience — from live interviews to fan interactions — translated into 50+ media articles across print, digital, and social channels. Notably, the event received prominent coverage on news portals with a combined reach of 31.5 million, significantly amplifying brand awareness.
Most importantly, the activation laid the groundwork for long-term growth. The campaign helped position CHiQ not just as a new tech player, but as a lifestyle brand aligned with German values of performance, reliability, and community. The partnership with Borussia Dortmund continues to support Changhong’s market expansion goals, while the successful IFA debut solidified its reputation as a serious contender in the European consumer electronics space.
