China Mobile; Using love to cellphones.

This is a collection of China Mobile’s newly launched TVCs posted in LRB’s forum. China Mobile’s trick is to stress love among people, basically between parents and children; husband and wife, and to boast cellphone’s power of getting in touch with whoever you are emotionally connected.

The TVCs are made genuine, touching; however, the audience is no fool. While some ads are considered sweet; other ads are definitely sour.

Mum, you should also use cellphone! Just because I want to reach you at any time.

This TVC features the slogan “it’s not that I can’t leave cellphone, but I can’t leave you.” Being spread on TV channels, Mobile TV and the Internet, it has aroused lots of resonance from consumers that praise how sweet and touching it is.

Indeed the older generation (age above around 50) in China doesn’t know so much about cellphone, texting, digital products, etc. However, China Mobile doesn’t want let them slide out. Family is important and even important for the old generation with a traditional value. So, to protect this value, they should start to accept new stuffs and don’t let their children down.

I adore how China Mobile appears as standing on the side of consumers while earning their money. But anger is triggered off on the below one:

“To see her every day is simple, but important to me…”

There is one traditional concept in China – “stop before going too far”, and seems China Mobile should have kept this in mind dealing with the emotion factors of Chinese consumers.

The story is basically that the husband/boyfriend had a traffic accident in another place, while the wife/girlfriend is worried sick and could only use mobile (3G service) to see him. The TVC’s already accumulated 125,003 views since uploaded before 19 days; the feedback from netizens is, however, surprisingly sharp:

看看4444
To use love and family relationship for advertising is the sickest thing in the world.

罡罡之星
Do you think it’s appropriate to hype love for money?

名剑三少
I wish this was a Commonweal AD.

〓师师〓
A good AD will make your money “mobile” to China Mobile.

creld
Just feel uncomfortable, AD shouldn’t be made this way right?

ty0971
Use this for AD?! I belittle China Mobile!

beargaygay
“To see her every day is simple”…but you need to be able to afford China Mobile’s 3G service!

大连大连
I have to admit that the ad is very touching. China Mobile has many ads of good taste these years.

@大连大连
You can’t imagine how much money China Mobile spent for putting this TVC on the homepage of youku.com!

Related articles from around the web.

• China Mobile launches OPhone (textually.org)
• Apple Reaches Agreement to Sell the iPhone in China (nytimes.com)
• Will China go gaga over a crippled iPhone? (macworld.com)
• Apple finally enters the world’s biggest mobile market: China to get the iPhone in October (mobilecrunch.com)

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Tagged as: Advertising, Asia, China, China Mobile, Mobile phone, TVC