MEDIA-I: King rollout puts Chunghwa back in pole position

<p>TAIPEI: Leo Burnett's SMS campaign for Chunghwa Telecom's emome </p><p>brand boosted the volume of SMS messages by 10 per cent, according to </p><p>the agency. The campaign, dubbed 'King for a week', ran over a six-week </p><p>period. </p><p><BR><BR> </p><p>Burnett's group account director, A.P. Lin, said: "We knew that with 80 </p><p>per cent mobile phone penetration levels in Taiwan - the highest in the </p><p>world - it was clearly getting harder and harder to gain new users. Our </p><p>strategy was to deepen, rather than broaden, usage." </p><p><BR><BR> </p><p>The competition-based campaign identified users sending the highest </p><p>number of SMS on a weekly basis. The winner was "treated like a king", </p><p>with a camera crew on hand to tape wishes fulfilled. </p><p><BR><BR> </p><p>Burnett won the AOR assignment in October last year after the telecom </p><p>giant lost its market dominance to competitor PCC. The agency put an </p><p>integrated communications plan in place to help it regain pole position. </p><p><BR><BR> </p>