The above-the-line OK campaign – its third campaign of the year under Euro RSCG - looks to educate China’s frequent travelers about its more affordable phone plan and free nationwide calling.
The campaign is conceptualised around the “okay” hand gesture, which also signifies the number zero.
The campaign is conceptualised around the “okay” hand gesture, which also signifies the number zero.
China Telecom targets white-collar audiences and families in the OK Campaign, a departure from its youth-targeted commercial for its its 3G Tian Yi brand earlier this year.
“Though there is a lot of competition in the Chinese 3G market, roaming costs make mobile use expensive for those who travel for business or pleasure and existing fee structures often mean consumers end up paying more,” said Tammy Sheu, managing director at Euro RSCG Beijing and North China, adding that, in order to increase attractiveness of 3G, telecom companies need to market their technology around the consumer and provide simpler solutions offerings.
Euro RSCG was appointed China Telecom’s agency-of-record at the beginning of the year.
Credits:
Project OK Campaign
Client China Telecom
Creative agency Euro RSCG Beijing
Chief creative officer Jordan Hsueh
Creative director Huang Xingyu
Media agency Starcom MediaVest Group
Production company Beijing WeiYouShi
Exposure Television, print, radio, outdoor
