Tomb Raider buzz gives SMS launch a futuristic boost

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