As the second-biggest mobile company in China after China Mobile, China Unicom has a 30 per cent share of the mainland's mobile phone market.
"When we began work it was difficult to understand the brand image of China Unicom. It's a big national client, and there are different departments that handle different marketing communications, which made co-ordination very difficult. The branding was too empty and there were no clear benefits or reason why consumers should select it."
Chen said the company's previous positioning and its focus on cheaper service and coverage was not effective.
But with CDMA, there is a big difference in the quality and so the new positioning was to target the high-end telecom user. The branding now focuses on customer benefits,
said Chen.
She added that the agency launched a series of banner ads on China portals, including Sina.com and Sohu.com. The banners - launched in two phases - described the three key advantages of CDMA, including clear voice reception, low radiation and constant communication.
Chen added that large ad sizes and online ads with interactive features proved to have greater impact.
The interactive campaign, which rolled out along with a series of TVCs and PR initiatives in China, used the four seasons to illustrate the various opportunities available to users through CDMA.
