PÚCA NEWS

Púca develops mobile ads for Motorola

MMS magazines sent out by mobile operators to their customers are big business in China. The biggest of them all, with one million subscribers, is a free weekly lifestyle magazine circulated by China Mobile. It may seem a lot but then again China Mobile is the world’s largest mobile operator with 274 million subscribers and four million new subscribers every month.

Aimed at a target audience of young trend-conscious consumers, the magazine covers music, fashion as well as, inevitably, the latest mobile technology. Customers sign up for it simply by sending an SMS back to the operator. They are then added to the circulation list for their free weekly ‘copy’.

Motorola wanted to advertise its new model the K Razr in the magazine but it wanted the ad to have as much impact as possible and in a way that would take advantage of the mobile medium, so it asked Púca China to get involved. Púca provided a full service – it bought the ad space on behalf of Motorola, designed the ad itself and developed an accompanying Wap site that contains more images of the handset as well as technical specifications and pricing information.

“The ad is on last page of the magazine and by clicking on this you are directed straight to the Wap site,” explains Stephane Vidaillet, general manager of Púca China. “It’s extremely easy and intuitive for consumers to use and as a result we’re expecting a very high click-through rate.”

Want to find out more? Just email sales@puca.com