Created by Ogilvy & Mather Beijing, the ‘Team up to cheer' campaign encourages Chinese audiences to create their own videos cheering "jia you" - a typical sporting event cheer meaning "add oil" in Mandarin - and upload them onto M-Zone's site at http://m-zone.youku.com/.
The campaign will have a strong music element, fitting in with M-Zone's youth positioning, and the site will direct people to sponsored concerts taking place throughout China. The brand believes the online element will extend the campaign beyond the top-tier cities.
As well as the site and the concerts, TV ads, print ads and other music-focused activity will continue throughout the summer. M-Zone brand ambassadors Jay Chou, Will Pam and girl group S.H.E. will front the campaign.
The campaign launches in the week China Mobile began trials of its long-awaited 3G service. Reports say it will test the much-delayed TD-SCDMA system, developed in China, by issuing 20,000 phones and 5,000 data cards in eight cities.
