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Creative Advertising

Creative Advertising: Sunday Communications Limited

Business Situation of Sunday
When Sunday was launched, the market was not favorable to it at all. Hong Kong was a very mature market. There were already six mobile phone operators who competed very fiercely in the small market. They provided different tariffs and services to customers. When the mobile number portability was introduced in March 1999, competition for subscribers became open to every player. Under this circumstance, Sunday entered the market successfully with an innovative approach to branding and promotion. It was positioned as a lifestyle brand and focused on brand building rather than pursuing to increase market share. Sunday became a standout brand with a high level of brand awareness, which led to its high ARPU and the high portion of locked-up subscribers.
With regards to customers, 86% of the population owns one or more mobile phone in Hong Kong. They were willing to spend money on their next mobile......


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Approximate Word Count: 1868
Approximate Pages: 8 (250 words per double-spaced page)

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