China Mobile’s GoTone ads bond father and son

National - China Mobile has launched a new Ogilvy & Mather Beijing conceptualised ad campaign to promote its GoTone brand and new service package aimed at professionals who have to balance career demands with the priorities of family.

The campaign themed "Father and Son", the first since the agency won back the mobile services provider account earlier this year, features a son who spends most of his time working and is able to better keep in touch with his father using GoTone's service.

"This campaign was about bringing the brand closer to its consumers to deliver concrete mobile communication service promises to them, and using emotion to demonstrate how GoTone eliminates communication barriers to build relationships," Raymond Tao, executive vice president of Ogilvy & Mather, Beijing said.

The campaign, which started earlier this week, will run for six weeks on TV, print and OOH promoting GoTone's newly introduced lower rates.

ZenithMedia handled the media buying and planning duties for this campaign.