The agency, awarded the business without a pitch, has developed two versions of the campaign -- one featuring Taiwanese rock band Mayday, catering to the Greater China market, and a second run across Europe under the theme 'It's hip to be square'.
The communication push comes as the Taiwanese firm announced its takeover of Siemens' handset business. The acquisition is likely to place BenQ in fourth place in global mobile phone sales.
Guy Barke, BenQ's Worldwide account director, said the campaign consists of a music clip promoting Mayday's latest single and features the Qube. "A special edition 'Qube' phone has also been developed by BenQ, which will also help us promote surprise concerts throughout China -- it's a great fit in terms of a celebrity tie-up."
Burnett handles all through-the-line initiatives.
BenQ in branding push for Greater China and Europe
Electronics manufacturer BenQ has rolled out a brand campaign for the launch of its 'Qube' product, an MP3/ camera/ mobile phone, targeting music lovers.