HONG KONG: Sunday has unleashed another torrent of criticism with
its latest television campaign to expand its reach among low usage
users.
Its latest television commercial and supporting print campaign - to
promote its rechargeable mobile service to this segment - features a man
eating a bowl of noodles. He stops when he realises that he has a human
eyeball between his chopsticks. But instead of being horrified he calmly
pops the eye into his mouth and carries on eating.
The Television and Entertainment Licensing Authority received 13
complaints about the campaign at press-time just after it broke.
Despite the complaints, Sunday corporate communications manager Stella
Wong vowed to continue running the campaign until its scheduled end.
"We will not drop the TVC or push it to a later time."
She stressed that the message of the ad is to let users know Sunday is
now providing "extraordinary" value-added services.
"Low mobile users normally would not expect any free value-added
service, it is similar to those people who would not anticipate to have
an eyeball in their bowl of noodle. It is a bonus," Wong said.
The campaign is supported with in-store collaterals.
