MEDIA-I: San Miguel Light campaign moves across channels

<p>HONG KONG: Ogilvy & Mather Hong Kong has taken the multi-million dollar </p><p>San Miguel Light campaign online, and plans to extend the creative </p><p>across other channels, including mobile phones. </p><p><BR><BR> </p><p>According to Sean Rach, general manager, Ogilvy NetAsia, the cartoon </p><p>series talks to the young and young at heart. "The idea was to target </p><p>the 18 to 25 year-old male group that may not necessarily drink much, </p><p>but at the same time, is a little naughty inside." </p><p><BR><BR> </p><p>The brand's new mini-site offers product information and downloads of </p><p>screensavers as well as all 12 TVCs. </p><p><BR><BR> </p><p>"It allows viral marketing and leaves room for flexibility to add more </p><p>functions. Instead of just a 15-second spot on TV, people online can </p><p>spend a lot longer getting to know the product and (cartoon character) </p><p>Sammy. We are looking at other channels, including mobile phones, to </p><p>market the product." </p><p><BR><BR> </p>