Nokia breaks Saint campaign in Taiwan

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HONG KONG -- An innovative Nokia commercial starring movie actor Val Kilmer is airing on STAR TV's Channel [V]. The advertisement is part of the company's effort to reposition Nokia as the brand of innovative communications products for young audiences in Asia.

Running late September in Taiwan, the 30-second spot contains an action-packed excerpt from the movie, "The Saint," in which Val Kilmer uses The Communicator, a communications organizer which not only functions as a telephone, but also allows the user to send faxes and e-mail messages.

With 4.3 million satellite homes in Taiwan and 421,000 satellite homes in Hong Kong, Channel [V] was chosen to deliver the message that Nokia is cutting-edge communications for a young, affluent market in Taiwan and Hong Kong.

Tied in with the campaign on Channel [V] is an on- air competition in which viewers who answer a question about "The Saint" have a chance to win 10 Nokia Communicators and tickets to the gala movie premiere of "The Saint" in Taipei on September 26.

Nokia Taiwan Marketing Manager Scott Huang says: "The mobile phone market has become increasingly competitive throughout the past few years. Participation in "The Saint" as well as Channel [V] on-air competitions and advertising should have a positive impact on Nokia's bottom line."

STAR TV is a subsidiary of The News Corporation Limited. The STAR TV network offers both subscription and free-to-air television services, reaching more than 260 million people across Asia, India and the Middle East. STAR TV reaches customers via satellite channels, direct-to-home services and cable.

STAR TV holds interests in Channel [V], EL TV, ESPN, Film Indonesia, Phoenix Chinese Channel, STAR Chinese Channel, STAR Movies, STAR Movies Japan, STAR Movies South East Asia, STAR Plus, STAR Plus Japan, STAR Sports, STAR World, VIVA Cinema, ZEE Cinema and ZEE TV.

Copyright September 1997, Crain Communications Inc.

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