The commercial, developed by Ogilvy, builds on the M-Zone motto of ‘My zone, my call’. Endorsed by popular Chinese singer Jay Chou to better relate to the youth market, China Mobile is promoting its first 3G product - G3 laptop - by displaying the product as a lighter and more affordable alternative to regular laptops. The key selling-point is being able to access the 3G network anywhere and anytime.
Third-generation technology is still fairly new to the Chinese market and the challenge is to translate it into language understandable by everyday consumers and creating a product that potential buyers can feel and touch. “The G3 laptop creative is only the first step in defining the new 3G lifestyle for today's youth. As more 3G services and products are introduced, the ‘3G life’ campaign will carry on," said Raymond Tao, president of Ogilvy & Mather Advertising China.
Translated synopsis:
Person A: Hurry up! There are seats!
Person B: Come, come! Sit here!
Waiter: Hey, do you want me refill your tea?
Jay Chou: Yeah! Add two more pieces of sugar please!
Voiceover: Internet everywhere with G3 laptop. This is my 3G life!
Credits:
Project M-Zone G3 Campaign
Client China Mobile
Creative agency Ogilvy & Mather, Beijing
Creative director Wilson Chow
Associate creative director Ning Chen
Senior art director Shiyang He
Art director Feng Gao
Group account director Xinglun Liu
Associate account director Vicky Liu
Account manager Gerry Chen
Account executive Amy Chu
Exposure Television
Third-generation technology is still fairly new to the Chinese market and the challenge is to translate it into language understandable by everyday consumers and creating a product that potential buyers can feel and touch. “The G3 laptop creative is only the first step in defining the new 3G lifestyle for today's youth. As more 3G services and products are introduced, the ‘3G life’ campaign will carry on," said Raymond Tao, president of Ogilvy & Mather Advertising China.
Translated synopsis:
Person A: Hurry up! There are seats!
Person B: Come, come! Sit here!
Waiter: Hey, do you want me refill your tea?
Jay Chou: Yeah! Add two more pieces of sugar please!
Voiceover: Internet everywhere with G3 laptop. This is my 3G life!
Credits:
Project M-Zone G3 Campaign
Client China Mobile
Creative agency Ogilvy & Mather, Beijing
Creative director Wilson Chow
Associate creative director Ning Chen
Senior art director Shiyang He
Art director Feng Gao
Group account director Xinglun Liu
Associate account director Vicky Liu
Account manager Gerry Chen
Account executive Amy Chu
Exposure Television
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