The one-year contract is effective immediately, and the agency will launch initiatives in bus shelters and print publications leading up to a large-scale campaign in time for the nationwide Telecom Day on 17 May. The telco’s adspend will reportedly be Rmb 50 million in the first two to three months of the contract alone.
“We believe our good understanding of the local markets, especially among young consumers and the e-Generation, and our over five years of experience of helping Huawei, a local telecom brand which has already launched their 3G services overseas seven years ago, are our decisive factors in sealing the China Telecom’s 3G contract,” said Victor Zhou, account director, Newsun/JWT Advertising.
“Our challenge is persuading 2G users - many of whom now have a ‘wait-and-see’ attitude toward 3G - to upgrade to 3G phones and other convenient services like getting e-flight tickets, buying film tickets and listening to music online,” he said.
China Telecom trails China Mobile, which claims more than 70 per cent of China’s 2G markets.
