LG Telecom taps Euro for national CDMA campaign

Antony Chow, vice-president of Euro RSCG Group Grand China, said the win covered through-the-line advertising for the national launch of LG Telecom CDMA, which was scheduled for the second half of this year.

"The CDMA account is a new business and it will include various through-the-line elements, he said.

The firm aims to position itself as the leading brand for mid- to high-end CDMA handsets in China. "Just like the CDMA phone category with Unicom, it (LG) will aim to position itself within the mid-premium segment. LG wants to own and capitalise on the CDMA technology leadership as LG is the (global) pioneer of CDMA."

LG will target the youth segment and young adults, who are seen as potential users of CDMA.But it is likely to face stifff competition from Samsung and Motorola in China, as well as local players, which have also made substantial investments in the category.