FYI 11.18.2009

CSL Launches New One2free Campaign; Mingshen Hires Euro for Luxury Property Site; Public Affairs Execs in China Tout Influence of Social Media in Edelman Survey; ICBC, UMPay and AmEx Launch Mobile Payment Card; Dow Jones Redesigns Wall Street Journal Asia

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CSL New World Mobility Group, Hong Kong's largest mobile phone service provider, is promoting its One2free brand as the easy choice in a broadband and mobile phone market cluttered by multiple operators and complex technology jargon.

Created by Leo Burnett, Hong Kong, the campaign will run in TV, print, out-of-home and online media. Ads define One2free's mobile broadband service with the message, "Life should be this easy all the time. If you're hungry, eat. If you're sad, cry. If you're happy, laugh out loud! And if you want mobile broadband, use one2free Next G, your personal lifestyle broadband."

"The internet has become the most complex and powerful human touch point in our generation, and getting online has basically become a natural human need," said Victor Manggunio, the agency's group creative director.

CSL, a joint venture company of Telstra Corp. (76.4%) and New World Development (23.6%), markets two other mobile service brands in Hong Kong, 1O1O and New World Mobility.
Shanghai Mingshen Enterprise Group has selected Euro RSCG, Shanghai to handle creative for its new luxury real estate project, tentatively named "Jade Villa," following a pitch against international and local agencies believed to include Saatchi & Saatchi. The agency will provide brand consulting services to help create a top-end property brand in southern China's Sanya area on Hainan Island.
More than two-thirds of public affairs professionals in China believe that opinions expressed in social media have more influence over contemporary public policy than other media, according to an online survey with 132 professionals in that sector by PR firm Edelman. Sixty-six percent of the survey's respondents said they believe that social media is "the most influential communications medium in modern China."

Respondents also said they believe the government is responsive to online opinion: almost 60% disagree with the statement that the Chinese government will not respond to suggestions and policy positions advanced through social media.

The survey suggests public affairs executives use social media, but have not begun to approach it systematically. Forty-three percent of respondents said they have started to utilize social media platforms as part of their public affairs strategy, "but have not yet evaluated its impact". Only one in seven (17%) claim to use it as a fully integrated tool in their public affairs work.

When it comes to leveraging social media to collect and disseminate information about their business, 59% of respondents said they use it at least several times during the week.

On the other hand, 37% of those surveyed said they use social media to get messages about their business into public view at least several times a week. Nearly half (46%) use it less than once a week, or not at all.
The Industrial and Commercial Bank of China (ICBC), Union Mobile Pay (UMPay) and American Express are launching China's first credit card that lets users pay their bills from their mobile phones.

The ICBC Mobile Payment American Express Card combines its credit card platform with the mobile e-commerce services of UMPay, a leading mobile payments company in China, and the global merchant network and marketing resources of American Express.

To use the new service, card members add a mobile phone number to their credit card account and activate the mobile payment function. Then they can select merchants that accept payments from mobile phones, and authorize payments for items like digital downloads and utility bills.

ICBC is the largest commercial bank in the world by assets and profitability, and has issued more than 50 million credit cards in China, which is relatively untapped for financial services like credit cards. Mobile banking services are expected to surge, since China has the largest mobile phone subscriber population in the world.

"With mobile handset users in China fast approaching 700 million, mobile e-commerce has been a growing consumer need and market trend in China," said Zhang Bin, UMPay's general manager.
Dow Jones, a division of News Corp., has launched a redesigned Wall Street Journal Asia with new features such as a revamped front page, expanded What's News, World News and Technology sections, and greater integration with the paper's online edition.

"Advertisers and marketers will be well served by the redesign," said Christine Brendle, publisher of The Wall Street Journal Asia and managing director-Asia of the Dow Jones Consumer Media Group. "The new sections and improved layouts and navigation create an array of opportunities, including new adjacencies, to engage anew with Journal readers."

Dow Jones also signed a distribution agreement with Wind Information Corp., a leading financial data and software provider in China, to distribute its Chinese Financial Wire, Chinese U.S Ticker and Asian Equities Report in mainland China.

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