China wins two Bronze Lions

And other news in Greater China

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CANNES, FRANCE--China won two Bronze Lions at last week's Cannes Lions International Advertising Festival in the south of France. Both prizes were awarded to Ogilvy & Mather, Beijing, for its work for the World Wildlife Fund. Ogilvy picked up a Bronze Outdoor Lion for the ad "Black Cloud" and a Bronze Cyber Lion for "Tiger E-mail."

Addressing the vast amount of air pollution in China's major cities, the outdoor ad depicts a huge balloon-like black cloud coming out of a car's exhaust pipe with the copyline "Drive one day less and look how much carbon monoxide you'll keep out of the air we breathe."

The cyber winner was a viral e-mailed to the WWF's database of supporters with the subject line "One billion years in a flash." The message was that after one billion years of evolution, the tiger is nearly extinct-not because it's unfit to survive in its environment, but because of human selfishness.

Hong Kong picked up one Lion, a Bronze in the Lions Direct category for Grey Worldwide, Hong Kong, and Amnesty International.

China sent 307 entries to Cannes this year, a big increase over the mainland's 200 entries in 2006, when the nation also won two Lions. About one-third of China's entries-101-were in the Outdoor category, followed by Press, with 86, and Cyber at 42.
--By Laurel Wentz, Advertising Age's international editor in New York

Samsung steps up Olympic marketing program
BEIJING--Samsung Electronics, a global sponsor of the 2008 Olympic Games in Beijing, has stepped up its marketing program surrounding the games alongside the launch of three mobile phone handsets in Beijing.

The E848 model was designed specifically for the Beijing Organizing Committee for the Olympic Games (BOCOG), while the P318 and the U308 will be jointly marketed by another sponsor, China Mobile. The handset's will be marketed by a creative campaign developed by its Seoul-based global agency, Cheil Communications.

As another part of its Olympic sponsorship, Samsung is building a wireless network to provide coverage of the games through mobile devices, such as distribution of text SMS messages with Olympic-related content.

The South Korean electronics giant has also appointed the Chinese gymnast Liu Xuan as Samsung's Olympic ambassador during the 2008 games. Its relationship with Ms. Liu, dates back to 2000, when the athlete won China's first gold medal in the balance beam category at the Olympic Games in Sydney. She retired from gymnastics late that year, but remains a popular figure in the mainland. Last year, Samsung also began sponsoring the China Gymnastics Association.

China Mobile revamps GoTone with lower rates, new advertising
BEIJING--China Mobile has launched a nationwide campaign to promote its GoTone brand and a new service package with lower rates in TV, print and out-of-home media.

The TV spot, created by Ogilvy & Mather Beijing, depicts a story about a young Chinese man who spends most of his time working but keeps in touch with his father by phone using China Mobile's GoTone service.

Aimed at busy young professionals, the campaign was designed to "bring the brand closer to its consumers to deliver concrete mobile communication service promises to them, and using emotion to demonstrate how GoTone eliminates communication barriers to build relationships," said Raymond Tao, the agency's executive VP in Beijing.

Touchmedia Heads for 75 % of the Beijing Taxi Media Market
SHANGHAI--Touchmedia has expanded its network of interactive touchscreen monitors in the Chinese capital with an additional 10,000 taxis, bringing the total number of cars in its network to 30,000. The company now has contracts with several major Beijing taxi companies--Xinyue, Shouqi, Beifang, Xianglong and Shouchang--representing 75% of the total market. According to government figures, four million people per day ride in taxis in Beijing.

The taxis will carry Touchmedia's interior posters and Bai Xing magazine immediately, and screens will be installed over the next few months. The company is close to concluding agreements for 15,000 more vehicles in Beijing, according to spokeswoman Rochelle Luo in Shanghai.

Touchmedia is already the dominant player in Shanghai, with contracts for all 5 of the top taxi fleets, Qiangsheng, Bashi, Blue Union, Haibo and Dazhong. The company's system provides interactive services for passengers including maps, information about Beijing facilities and locations, translations of key destinations for foreign visitors, news on relevant events in each city, as well as updates about dining, shopping and entertainment.

The screens also carry advertising for marketers such as Sony Ericsson, HSBC Group, Volkswagen Group, McDonald's Corp., Eastman Kodak Co., Unilever (Dove), Calvin Klein, Nokia Corp. and Virgin Atlantic Airways.

Subaye joins China Net; Ebay prepares to relaunch in China
BEIJING--Subaye, provider of corporate video web page developing, hosting and marketing services, has teamed up with China Netcom Group Guangdong to launch a corporate video online service as a channel on China Netcom Group Guangdong portal CNCMAX.

Members of Subaye, which is majority owned by Telecom Communications, can now directly sell products and services with a web-based credit guarantee system through the 10,000 online shops that are part of the China Net Shops Community site ( ).

Originally a business-to-business platform for small-to-medium enterprises, China Net's web community has turned into a consumer portal catering to individual transactions as well, which puts it in competition with, China's largest e-commerce portal as well as Ebay, a global online auction company based in the U.S. that is struggling to get established in China.

Ebay, meanwhile, has teamed up in the mainland with Tom Online, a Beijing-based wireless Internet company in China. The pair are planning to relaunch the service in China later this summer under the name Tom eBay.

Along Mobile to Launch Hello Kitty game series
XI'AN--Along Mobile Technologies, which provides wireless interactive entertainment products and services in China, will develop a series of mobile phone games featuring Hello Kitty, a cartoon character created in Japan that has become wildly popular through Asia, including mainland China.

The games will be developed with Beijing You Jie Le Communication Technologies Co., which holds the legal copyright and publishing rights in China for mobile applications featuring Hello Kitty, which was created in 1974 by the Sanrio Company in Tokyo.

The games will allow fans of the character, a cat sporting a red bow and no mouth, to experience a real sports meeting with Hello Kitty as well as three athletes at a time of renewed in sports in the mainland because of the upcoming Olympic Games in Beijing, according to Li Jianwei, Along's CEO in Xi'an. The game is scheduled for release next month.
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