Customer name: China Mobile
Release period: 28th, Aug. 2006 – 31st, Oct. 2006
CAMPAIGN MEDIA AREA: All exit routes at the Beijing Central Railway Station and the Beijing West Railway Station
CAMPAIGN TARGET: From August to October, large numbers of students travel by rail both to and from Beijing. In addition, there is a very high rail travel period during the first week in October (known as “Golden Week” due to China’s National Day on October 1st), a great many people travel to Beijing by train during this time.
China Mobile has seized the opportunity to create an effective media campaign. The China Mobile advertising is designed to target a high level of those passengers using the exits – the aim to stimulate product awareness and increase product sales.
Campaign Analysis: In line with the characteristics of China Mobile’s products and its target audience, BMC-CRA created and proposed a tailor made media package. The station exit routes cover all passengers arriving in Beijing by rail. This makes these routes the ideal media solutions due to the fact that they are the means of entry and exist and therefore provide extremely high levels of impact .
All arriving passengers to Beijing receive the information and experience a unique China Mobile atmosphere. The overall effect of the advertisement campaign is one of complete product involvement with maximum target success rate.
