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BenQ-Mobile2Win surge ahead with new-age teasers

25-March-2004
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BenQ-Mobile2Win surge ahead with new-age teasers

To create hype for its new model S670C, BenQ has joined hands with SMS Wireless Solutions marketing company, Mobile2Win to interactively enable the recently launched teaser campaign for the model via an SMS activity on shortcode 8558.

BenQ aggressively launched its promotional teaser campaign across print, radio and outdoors, urging consumers to send in their SMS to the m2w shortocde 8558 and guess the model number. Cashing in on the cricket fever, the campaign portrayed Cyrus Broacha, the brand ambassador, in his myriad moods. Consumers had to SMS BenQ to 8558 and guess the model of the new BenQ mobile phone, which could change Cyrus’s expression.

The basic objective was to communicate the USP of the phone – that it could change the expressions on the photographs clicked, and let consumers “enjoy” their mobile phones better. The SMS campaign ensured that the mobile phone toting, tech-savvy target group was intrigued, and reached out to find more about the new BenQ phone in the market.

According to Rajiv Hiranandani – VP Sales and Marketing, Mobile2Win: “We are happy to join hands with BenQ as this campaign further shows the innovative uses of mobile marketing. BenQ has innovatively used our wireless solutions to connect with the youth and in turn educate them more about the product features on offer”.

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