The campaign builds on the website's ability to offer consumers e-money, via its new M-card product Print ads feature the tagline ‘Let's boogie, spot as you wish.' Creative depictions of the @ symbol are used to silhouette various celebrities according to the types of services that consumers can buy using e-money. Accordingly, Michael Jackson is used for music ringtones, and Mickey Mouse for gaming, among others.
"We use these classic icons which everyone can recognise to associate with the music and game contents in the website," said Stellar Advertising general manager Tony He.
Prior to the launch, 20 million free M-cards will be offered to customers. "We want to make the give-away more interactive and create a buzz in a short time," added He. "Customers need to count the number of @ symbols in these ads, send a SMS to the website, then a free M-card will be downloaded to their mobile phones."
The initial marketing campaign focuses on print ads in major regional newspaper titles such as the Guangzhou Daily, Nan Fang Metro Daily and Yangcheng Evening News, followed by OOH ads in bus shelters, taxis, metro stations and POS.
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