HONG KONG: Dramatic Advertising has kicked off a month-long campaign for
the launch of Messaging Technologies' eBuzz service.
The new service allows users to send SMS to users of other mobile
networks.
For example, users of the Sunday service can send SMS to users of Orange
or New World Mobility.
According to MTech's general manager, David Lee, the campaign takes a
futuristic theme to illustrate the interactive nature of the
service.
"The service is about communicating, so together with our agency, we
decided to take a lifestyle approach in the advertising. For example, we
took the idea of going to the cinema in our TVC, which showed one person
asking via SMS, 'Have you got the tickets?' with the other replying by
SMS.
"The twist was that we leveraged on the concept behind two new films -
Tomb Raider and Final Fantasy - by getting the girls featured to dress
up like the heroines of the two movies," said Lee.
The TVCs feature local female artists Rachel Fu and Dior Wong.
Lee said the campaign is running across Hong Kong's MTR stations, buses
and television channels Pearl and Jade. "We plan to continue marketing
and advertising after this campaign, but will decide on which media to
use once we see the results of this campaign," Lee added.
