HONG KONG: Bates Hong Kong has launched an above and below-the-line
campaign for New World Mobility with the aim of boosting the telephone
carrier's profile in terms of media presence and to establish a clear
positioning based on quality.
The campaign aired on Chinese terrestial channels TVB Jade and ATV Home,
and included print advertisements in major newspapers, as well as
point-of-sale support.
An outdoor campaign was also launched, featuring billboards at the Cross
Harbour Tunnel, Mong Kok Sinta Plaza and at Causeway Bay's Lee Garden
Road.
The campaign was developed under the slogan 'Better than you think',
while the creative was based on the 'so good you will go to great
lengths to tell everyone'.
