Vibo Telecom has released its fourth TVC in its ongoing campaign which has helped it overtake established rivals to become Taiwan's leading 3G player since launch late last year.
The latest ad brings on board pop group FIR, who come to the rescue of Kit, a popular character from previous Vibo TVCs, who in this ad has been calling up people to sing with her and her friends in a karaoke parlour. The ad, which is supported by print, POS, outdoor, PR and online communications, promotes a new rate plan for in-group calling, Vibo Machi Net.
One part of Vibo's success has been in making the consumer rather than 3G technology or the handset the heroes of its ads, explained Christopher Fay, CEO of the agency behind the push, Saatchi & Saatchi Taiwan. "This whole category exists to bring people together," he said. "We're focusing on the people."
