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