CTM’s launch comes ahead of rivals Hutchison Whampoa and China Unicom, which are expected to roll out similar services by October in accordance with their licence requirements, after the Government granted three 3G licen-ces at the end of last year.
“Our key challenge is to motivate consumers to upgrade, given that they are now enjoying very good and reliable 2G mobile services,” said Windus Lam, vice-president, marketing, CTM. The telco claims, as of May, to have registered 50 per cent of the 688,000 mobile users in Macau.
BatesAsia will roll out a three-month campaign, covering television spots on terrestrial channel TDM and print ads in Macau Daily, as well as branded vehicles and phone booths. The campaign also includes newspaper inserts with a quick response barcode to drive con- sumers to retail stores for giveaways and discounts.
“The local economy has improved drastically in recent years, and consumers are keen to enrich their lives. We have used a creative concept that positions CTM 3G as a kaleidoscope to a world of fascination, bringing you an enriched life,” said Deryk Tang, executive director, BatesAsia Hong Kong.
“We have developed a fully integrated campaign, which not only includes creative solutions to revamp stores and corporate collaterals, but also involves strategic execution to own a compelling position, as strong competition in this new sector is anticipated.”
