Publicis produces TVCs for China Mobile's World Expo service

The TVCs, launched 1 September on TV, outdoor mobile TV platforms, cinemas and China Mobile stores, tells the story of two tourists visiting the Expo. They find everything very convenient with the help of 'Shibo Tong'.

Publicis Shanghai won the project after a two-round pitch in March against McCann and Hakuhodo.

According to Jin Zheng from China Mobile's market operation division, the company has decided to expand its media plan after watching the commercials.

"We were thrilled, so we decided to expand our media plan not only from local to national but also from offline to above the line," he said.