The push, which is China Unicom’s most significant drive since appointing AOR TBWA to handle the mobile operator’s GSM business in April, eschews the use of celebrity endorsers in favour of a more “down to earth” creative strategy which draws parallels with Chinese drama movies.
According to TBWA\China head of planning Jeremy Sy, China Unicom is hoping the campaign will attract five million subscribers by years’ end. “With this launch campaign we want to get as many people into the franchise and get them enrolled in the brand as quickly as possible,” he said.
